Montblanc brings the magic of the holiday season to life with its new campaign and celebrates its starring role in the forthcoming Hugh Jackman movie spectacular The Greatest Showman.
Festive adverts have become as much a part of the countdown to Christmas as mince pies and cries of “it gets earlier every year!” And while department stores battle it out for the “biggest tearjerker” award, Montblanc takes a more glamorous approach, enlisting brand ambassador Hugh Jackman in his role as P.T. Barnum in the upcoming musical The Greatest Showman.
Montblanc has already announced its partnership with 20th Century Fox Film and The Greatest Showman, the highly anticipated movie inspired by the ambition and imagination of P.T. Barnum, the American showman who founded the circus in the 19th century with his legendary “Greatest Show On Earth”. The movie stars Montblanc brand ambassador Hugh Jackman as Barnum, and will feature Montblanc pieces including a heritage Minerva pocket watch from the Maison’s Minerva Museum in Villeret, Switzerland and a specially commissioned Meisterstück writing instrument with a ringmaster engraved on its nib.
The brand’s Christmas campaign provides a teaser of the spectacle and showmanship we can expect to see, with a twinkly-eyed Jackman presiding over proceedings. “Let them be inspired by all the wonders of this miraculous place,” he declares as the curtains open to reveal Montblanc treats including a watch, a pen and a briefcase. “Make their eyes shine and their faces light up – let them enjoy the magic.”
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Directed by Michael Gracey and featuring songs by academy Award winners Benj Pasek and Justin Paul (La La Land), The Greatest Showman is a bold and original musical that celebrates the birth of show business through the story of Barnum, an unconventional visionary who rose from nothing to create a worldwide sensation. The film also features Michelle Williams, Zac Efron, Zendaya and Rebecca Ferguson.
“We are delighted to support this movie as it not only features our brand ambassador Hugh Jackman but also shines a light on the cultural influence of a man who invented modern entertainment,” explains Nicolas Baretzki, Montblanc CEO. “With a history rooted in innovation, Montblanc has a tradition of celebrating those whose lives have a lasting impact on human civilization.”
“This film is particularly important to me, a project that took 7 years to bring to life.” says Hugh Jackman, “I am very excited that Montblanc is a featured part of this adventure.”
To mark the worldwide release of the movie, Montblanc has created a special Happy Holiday circus notebook with a yellow Saffiano calfskin leather cover featuring a printed circus design. The fine stationary piece comes with a red bookmark and golden cut edges.
The launch of the product is part of the Happy Holiday campaign, that will be unveiled from November onwards, featuring a dedicated Montblanc Happy Holiday movie with Hugh Jackman in his role as P.T. Barnum, special window displays, Social Media content, as well as an online advertising.
The Greatest Showman is set for release in December 2017, and the Happy Holiday circus Fine Stationary will be available from October 2017.
