BOSS Unites Bradley Cooper, Maluma, and Vinicius Jr. for its New Fragrance All Over Dubai's DOOH
BOSS Fragrances has made a powerful return to the UAE’s outdoor advertising landscape after a 10-month hiatus, and they’ve brought some serious star power. The campaign, introduces the new "BOSS Bottled Beyond," a sophisticated fragrance with notes of ginger and leather. But the real story is the global message: "BOSS Recognize BOSS." This isn't just a tagline; it's a full-blown philosophy, embodied by a powerhouse trio of ambassadors. The campaign unites actor and director Bradley Cooper, global music icon Maluma, and football superstar Vinicius Jr., three men at the absolute pinnacle of their respective fields. It’s a celebration of mutual respect and the idea that true greatness acknowledges its peers.
The billboards themselves are a lesson in premium, confident advertising. The creative direction is stark, cinematic, and incredibly sophisticated, using a moody black-and-white aesthetic that feels timeless. The main visual, which you can see at locations like JBR, is a masterpiece of storytelling. It features Bradley Cooper, Maluma, and Vinicius Jr. standing shoulder-to-shoulder—film, music, and sport united as equals.
This isn't just a celebrity lineup; it's a visual execution of the "BOSS Recognize BOSS" theme, a club of a new generation of leaders. Other visuals, like the intense solo portrait of Bradley Cooper, add a layer of personal charisma, with the new bottle as his co-star. The Arabic text clearly cuts through, describing the new "ginger and leather" scent, making the premium product the hero right alongside the men who represent it.
The campaign has been projected upon digital screen in the third week of October.
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