Hugo Boss has tapped Chris Hemsworth the Thor actor to front its signature scent in both a new print and TV campaign, set to be unveiled in Autumn 2017.
In a promotional photo, Chris, 33, is seen smouldering in a navy suit, white shirt, and black tie as he stands in front of futuristic architecture.
“It’s an iconic brand that’s been around for many years. The qualities and the messaging of the brand spoke to my way of living and my way of thinking. The campaign is a very positive message of compassion and commitment. It talks about success and chasing your dreams, but doing that with integrity and honesty.”
Chris follows in the footsteps of Insurgent actor Theo James, Oscar-winner Jared Leto and Deadpool star Ryan Reynolds in fronting marketing imagery for Hugo Boss products.
Filmmaker Nicolas Winding Refn, the man behind movies such as The Neon Demon and Drive, directs the upcoming small screen ad, while photographer Nathaniel Goldberg shot Chris for the print campaign.
“One of the key reasons Chris is so good for us is that we tried to update the definition of the modern, successful man,” Edgar Huber, president of Coty Luxury, the beauty manufacturer that works on Hugo Boss’ fragrances, said. “He very much fits into this. He’s respectful, he’s not walking over others. He’s a good family man. He’s a little bit the ‘anti’ of what certain other successful people are.”
Ahead of his campaign’s debut, Chris will attend Hugo Boss’ New York Fashion Week: Men’s presentation next week, with the label’s chief brand officer and board member Ingo Wilts adding, “He looks fantastic in our suits.”
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