Why Jo Malone London made Tom Hardy its new brand ambassador
As part of the new collaboration, the British actor and producer stars in a new mini film campaign to promote the scent – The Exceptional and the Contradictory – which is centred around London at nightfall and shows a city that celebrates idiosyncrasies, dichotomies, and quirks.
The script was written by Hardy’s father, novelist, playwright and screenwriter Chips Hardy, and was directed by Edward Berger, with James Friend as the cinematographer and Volker Bertelmann as the composer.
While Hardy may not have been an obvious choice as a brand ambassador, he said he has personally worn Cypress & Grapevine Cologne Intense for a long time and called it a “wonderfully classic vintage and earthy scent.”
According to the brand, the cinematic result of the partnership “not only underpins a liberating sense of pride in being a Londoner but speaks to Tom's relationship with scent and the powerful role it plays in storytelling.”
Hardy said that what started out as a shared connection and passion over similar philanthropic pursuits has since evolved into a wonderfully rewarding creative partnership, rooted in a shared commitment to making a long-term positive impact. Both Hardy and the brand have a shared focus on raising awareness of mental health issues.
“It was a wonderful experience to work alongside such a brilliant team, helping to create a film that not only challenged us to visualise fragrance in new ways but was also evocative of the London we love – a city that embodies the exceptional and the contradictory in all its brilliance,” he said.
Senior VP at Jo Malone London, Jo Dancey, shared that the brand was especially impressed by Hardy’s willingness to be involved beyond being just a face of a campaign.
“This is a true partnership that celebrates both the roots of Jo Malone London and Tom's hometown. We have come together as creatives to challenge the perception of fragrance advertising, alongside having a real affinity with our shared values of mental health, continuing to spotlight the importance of taking the conversation further. It is a true privilege to have Tom as part of the Jo Malone London family,” she said.
Watch the campaign video here.
