Bulgari’s Sexy Ad Showcases New Man Extreme Eric Bana

It’s been an exciting past few days for the men’s fragrance world and Eric Bana fans everywhere. The talented actor has nabbed a glamorous new role in an artsy film starring alongside animals from the wild. The “movie” is really an extended ad for Bulgari’s new men’s fragrance, ‘Man Extreme’. A trailer for the short film which is titled BVLGARI – DVELS was released two days ago just a day before the full version was made visible to the public on February 8, 2013. Filmed in Rome by the Museo della Civilta Romana and directed by acclaimed Italian film maker Matteo Garrone, DVELS attempts to exhibit in a masculine and edgy way, how a man at extremes can still embody strength and courage.

An Actor Fit for the Extremes

I can’t think of a better actor and spokesmodel than 44-year-old Australian born firm and television star, Eric Bana. Bana is most well-known for having played such roles as Sergeant First Class Norm 'Hoot' Gibson, an elite Delta Force soldier in Black Hawk Down, the tormented Bruce Banner in Ang Lee’s The Incredible Hulk and Mossad agent Avner in Steven Spielberg’s controversial film, Munich. From the looks of his previous roles, Bana is no stranger to “extreme” personas or characters in extreme situations.  He seems to be an ideal choice to represent the darker more mysterious look of the new fragrance. The new scent promotes an edgier, slightly rough side of men which the Australian actor naturally exudes. This quality makes Bana’s incorporation into Bulgari’s lineup of celebrity spokesmodels a unique and complimentary addition.

Art in a Minute

The minute long film is really a long fragrance commercial but it’s difficult to give it that label because to do so would cheapen its artistic value. Surely Bulgari’s ultimate goal is to sell the cologne but the video seems to endeavor more to set the identity of ‘Man Extreme’ and entertain the viewer than enticing you to try it out.

Shot in black and white, DVELS is national geographic meets Peter Lindbergh model fashion ads in motion.  Director, Matteo Garrone mentions that the Bulgari ‘Man Extreme’ campaign film is inspired by Italian western movies from the 1970s. He wanted to capture the thrilling predicament of a duel between opponents. In DVELS the worthy challengers happen to be familiar characters that we’ve seen before in Bulgari ads looking less intimidating. In the female ads we saw the potentially dangerous animals sitting obediently alongside a bare-backed Kirsten Dunst, perched on the finger of sexy Julianne Moore and serving as a body cushion to naked Rachel Weisz. On the contrary, the men’s fragrance ad has the animals aggressively challenging Eric Bana who is confident and unwavering as he makes his way through the historical landmark.

Courage, Wit and Seduction

The ancient location sets the mood of the film and gives it the director's intended gladiator-arena touch to the Western theme. The three mythological animals that attempt to ambush Bulgari’s ‘Man Extreme’ are a snake, an eagle and a lion which Bulgari attributes certain character traits to each one - courage, wit and seduction respectively. The overall film has a dangerous, cool and elegant appeal that is sure to capture the ‘Man Extreme’ in any male.

“The film is western inspired, it is a duel…a strong feeling of an ambush looms throughout it…” Matteo Garrone

Black and white images of the film shot by Daniele Ciprì

Photographer of the campaign: Peter Lindbergh

Stylist: Robert Rabensteiner

Art director: Riccardo Ruini