Daniel Kleinman Lets Vinnie Jones Tell it How it is for Brut's Christmas Return

Brut, the iconic male fragrance brand, is back for Christmas and investing in a £2.5m ATL campaign featuring former footballer turned Hollywood actor, the legend that is Vinnie Jones. The two icons have come together to form the perfect partnership, reminding all fragrance lovers that Brut not only offers protection and an unmistakable classic fragrance, but that it simply ‘gets the job done’.  Brut has a strong heritage which is much-loved by Brits, and this new campaign is designed to evoke nostalgia whilst awakening a new generation of Brut fans. 

The No Messing About campaign includes a new tongue-in-cheek TV ad, launching on 17th November 2020, which kicks off with Mr Jones himself interrupting the filming of a fictitious luxury aftershave brand ad. Walking onto the set and disrupting the shoot, he proceeds to call it out as being pretentious. As he hustles his way through the film set towards the camera lens, Vinnie then takes centre stage as he tells viewers to ‘forget all this nonsense and use your nose’,  there is no faff, no frills and no funny business when it comes to Brut – ‘it just smells good’.

Well, who wants to argue with one of the UK’s most loved geezers! 

Vinnie joins a long line of iconic British stars who have fronted the brand and gone down in the annals of advertising history. His predecessors include big names including Henry (‘Splash it all over’) Cooper, motorcyclist Barry Sheene, athlete David Hemery and Kevin (the hairdo) Keegan.

Brut is famous for its green Brut Original spray can but this Christmas is bringing back its red range, Attraction Totale - a mix of modern and warm fragrances. An icon in the world of fragrance, Brut was created in Paris in the 1960s and soon became the fragrance of choice for men around the world. Available in eau de toilette (spray), aftershave and deodorant spray plus the ultimate dad’s Christmas giftpack. The signature scents have empowered men to wear its fragrances with confidence, charm and character, a little like Vinnie Jones himself!

Chris Barron, VP beauty and personal care UKI at Unilever commented: “With its classic heritage, men (and women) have enjoyed the distinctiveness and masculinity of Brut over the years. It’s a brand that has been beloved by Brits through the generations and it’s now back with a bang and an authenticity that made it famous.  A fragrance for every man, whatever their age, Brut and Vinnie are here to shake-up the world of modern fragrance with the latest ‘No Messing About’ campaign, reminding everyone to forget the nonsense and reach for a product that simply smells good.”

The campaign was created by adam&eveDDB and directed by Daniel Kleinman.

Matt Fitch and Mark Lewis, creative leads at adam&eveDDB commented: “Enlisting the help of the straight-talking Vinnie Jones and legendary director Danny Kleinman, we decided to puncture the pretentious fragrance category and have some fun at a time when we can do with a bit of laugh. Brut is here to tell you to forget silk sheets, sexual prowess and gold nuggets: it just smells good, no messing about.”

The new ad will be going live on key TV spots over the next six weeks from 17th November 2020.