May 2015 - 'On Air' (Portugal) for Givenchy
We all know him as ‘The Mentalist’ sexy actor – Simon Baker – the Australian, keeps appearing in Givenchy’s fragrance campaign with his dreamy bedroom eyes. He is a modern-day tarzan icon.
ABOUT YOUR PARTNERSHIP WITH GIVENCHY
Gentlemen Only was launched in 2013, followed by Gentlemen Only Intense and Gentlemen Only Casual Chic. Did you expect the partnership with Givenchy to be so enduring?
No, I didn’t know it would last as long as it did, because I didn’t know how successful Gentlemen Only would be! Working with Givenchy is a great pleasure. Things run smoothly and easily, because we know each other well. It is very different from a lot of the other work that I do, and I enjoy the contrast. To come to Paris and work with an elegant, well-established and aristocratic brand such as Givenchy is a real treat for me. The Gentlemen Only advertisements and perfumes are designed like a series built around the gentleman’s attitude.
Do you share ideas with Givenchy on the Gentlemen Only story development?
I am involved in the development of the commercials to a degree. For Gentlemen Only Casual Chic, I thought it was important to set the film in Paris, because Givenchy is so French. I thought it was great to celebrate the city of Paris in a light and playful way.
How do you make the gentleman story into a modern story?
I think that being a gentleman is timeless. It may be an old-fashioned word, but the nature of being polite, well-mannered and gentlemanly is still very relevant. I have two sons, so it is important for me that they are aware of the way they treat others.
You are an actor and a movie producer, and you’re also passionate about photography. How different is it to be the face of a brand like Givenchy?
For me, it all comes under the umbrella of creativity. Creating a fragrance is about using your imagination and then having the artistry to put it together. You have to market the product, get it out and make it attractive to people. Whether it is a film, a TV series or a fragrance, it calls upon the same creative ambition, but requires slightly different skills. It’s fascinating to me. I am also interested in the design of the perfume bottles. The Gentlemen Only Casual Chic bottle is my favourite, it is very simple, but also very distinctive with the bright orange line running through the grey. And the shape is timeless.
Has the partnership with Givenchy had an impact on your life?
I’m always interested in exploring new territories. I didn’t know very much about fashion and the business of fragrance and I have learned a lot since I started working with Givenchy! But the most valuable thing that I have gained from this partnership is my relationship with the people who work at Givenchy. We spend wonderful times together and I enjoy that tremendously.
ABOUT PERFUME
The whole story around Gentlemen Only is about seduction. Are you sensitive to perfume, when it comes to seduction? Do you change your perfume depending on your mood?
The idea of seduction can be interpreted in different ways. To some people, it can be putting on a perfume because they want to take on a certain role, to seduce another person. My way of thinking is that you wear a perfume that puts you in the right mood, that makes you feel comfortable and attractive. The right perfume makes you feel more confident and more relaxed. That’s why I especially like Gentlemen Only Casual Chic.
What does the Gentlemen Only Casual Chic fragrance evoke for you?
I enjoy this fragrance because it is comfortable and light, and yet it is also quite distinctive thanks to its original spicy notes. I put it on in the morning and I can barely smell it at the end of the day, but I know it’s there. It is probably the fragrance that is most suited to me, personally.
How sensitive are you to perfume?
There are certain smells that trigger emotions for me: they interest me, they intrigue me. For example, I remember that the smell of fig was very uncommon for a long time and then suddenly became very popular. My wife used to wear a fragrance that had a slight hint of it, so I became sensitive to it and it still appeals to me when I meet someone who wears it. There are also lots of smells that evoke strong memories for me. The smell of zinc cream and sunblock for example. Whenever I smell that, it takes me back to my childhood.
ABOUT THE GENTLEMEN ONLY CASUAL CHIC UNIVERSE
You surf, you are Australian, you are known for putting people at ease: what does casualness mean to you? Is it second nature for you?
For me, casualness is really just about feeling comfortable and at ease with yourself. It is the same with perfume, if you enjoy a fragrance when you put it on, you’ll feel more relaxed and confident.
The film was shot in Paris, on Île-Saint-Louis. Do you know Paris well? What is your favourite place in the city?
I know it quite well and I love Île Saint-Louis, because it is the heart of Paris. I have a lot of favourite places, because it’s a city that changes very much depending on the light. Different places really come to life according to how the light falls, and the time of the day. The day we shot the Gentlemen Only Casual Chic commercial, I woke up before sunrise and went for a walk and Paris was empty. It was so rare, beautiful and precious. A truly memorable moment.
Did you enjoy filming the new Casual Chic ad in Paris?
It was fun! I like the simplicity of the film. As they say: “Paris doesn’t have a bad angle”, it’s so photogenic. It felt classic to be riding a bike through the streets of Paris, but also very modern, because that is what everybody does now! It is exactly like the concept of being a gentleman: you don’t need to modernise it, because it is timeless.
ABOUT YOUR CAREER
The Mentalist TV series is coming to an end. How do you feel about it?
The series went on for seven years and 151 episodes, which is a lot! These sorts of shows could go on forever, but that’s not who I am. I want to keep on growing, explore, and take more risks. So I am very happy that it’s ending on a high note. We still achieved amazing audience records for the last season, and I am very proud of that.
What projects do you have in store for the future?
Right after The Mentalist, I immediately started working on the development of my next film. I aim to direct and act, and shoot the film in Australia. It is a very ambitious project, but I like a challenge and we’ll see how it goes! I’m hoping to shoot it by the end of the year.
http://www.lfp.pt/onair/content/people/simon_baker.html
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