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Helen Mirren’s roguish debut for L’Oreal

A contract with fragrance giant L’Oreal almost goes with the territory for A-list actresses but Britain’s national treasure Helen Mirren has taken her time getting on L’Oreal’s list, 69 years to be precise.

But here she is, in a new campaign by McCann London, twinkling away roguishly (can women be roguish? Don’t see why not) for Age Perfect.

It has its moments but seems to stop almost before it’s started (it doesn’t). Is that because L’Oreal insists on battering us with the ‘science/evidence’ after ten seconds or so? Or was the esteemed Dame a bit short of time on the shoot?

MAA creative scale:5

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. I’ll never forget Dame Helen naked, shagging in the back of a meat truck in “The Cook, the Thief, His Wife & Her Lover.” She was also shagging in the back of a camper in “Last Orders.” Come to think of it she’s shagged in most of her films… Obviously, not counting “The Queen.” God bless her and all who sail in her.
    Cheers/George “AdScam” Parker

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