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The essence of joy, part 2

Posted by Robin on 4 May 2010 26 Comments

The 60 second commercial for the upcoming Acqua di Gioia from Giorgio Armani (we already posted the teaser). The model is Emily DiDonato.

Filed Under: perfume in the news
Tagged With: armani, video

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26 Comments

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  1. asuperlongusername says:
    4 May 2010 at 11:14 am

    She seems REALLY HAPPY being trapped on an island alone in nothing but a thin evening dress.

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    • Robin says:
      4 May 2010 at 11:29 am

      LOL! But I wouldn’t mind being trapped on that island — gorgeous!

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      • kaos.geo says:
        4 May 2010 at 10:39 pm

        Ok 2 things….

        1) I spend some time (when I am bored, and in google maps) looking for secluded small islands in the atlantic ocean, preferrably near the tropics 🙂 I’d love to live in one (with internet access and an ebook reader)

        2) My first thought was “Island” too, but we never see that, we just see a jungle and a lot of shore, but it shouldn’t necessarily be an island, no?

        Bonus… Gioia is Joy, but I keep thinking that they want to capitalize on the success of aqua di gio and just wait for people to buy this instead by mistake… I sincerely hope it smells very different from “Gio”

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  2. Quarry says:
    4 May 2010 at 11:14 am

    My, that was really pleasant and much more relatable than any commercial in recent memory.

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    • Robin says:
      4 May 2010 at 11:29 am

      Agree. Kept waiting for a man to show up, glad none did.

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  3. flittersniffer says:
    4 May 2010 at 11:42 am

    It’s like our Herbal Essences TV ad crossed with that film where they roll around in the surf – From Here to Eternity, that’s it. And without Burt Lancaster, as you say.

    Quarry, LOL!!

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    • Isa says:
      4 May 2010 at 12:32 pm

      And I can see some influence of James Cameron’s Avatar too! Not kidding!

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      • Daisy says:
        4 May 2010 at 12:41 pm

        I noticed that too! Avatar is a beautiful movie!

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    • Robin says:
      4 May 2010 at 6:15 pm

      LOL!

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  4. Daisy says:
    4 May 2010 at 11:46 am

    beautiful commercial—I could really use a week there….
    But I really have to point out the dangers of drinking rainwater off jungle foliage—-she’s happy now but a nice parasitic intestinal infection is really going to make the rest of her island stay…er…..um…. pretty crappy.

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    • NaturalSelektion says:
      4 May 2010 at 4:12 pm

      LOL…too funny and an extremely realistic interpretation of drinking jungle rain water

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      • Daisy says:
        4 May 2010 at 4:36 pm

        It’s the “mom” in me that wants to yell to her “hey, don’t you go drinking that!” quickly followed by a round of “you don’t know where that’s been!”

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    • Robin says:
      4 May 2010 at 6:15 pm

      HA….

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  5. meadowbliss says:
    4 May 2010 at 11:46 am

    Thought the music was pretty stirring, and her beautiful eyes! I liked her little blink at the end. Beautiful setting. Captured the sense of Armani’s vision for his scent, well, IMO. Everything he does is elegant.

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    • Robin says:
      4 May 2010 at 6:16 pm

      It is pretty…

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  6. antonpan says:
    4 May 2010 at 11:56 am

    Amazing! One of the most beatiful commercials of all times… Looking forward to try the scent.

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    • Robin says:
      4 May 2010 at 6:16 pm

      I look forward to trying it too…

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  7. Tama says:
    4 May 2010 at 3:11 pm

    It is a very lovely commercial!
    Someone might have thought to use waterproof mascara on her, though….
    (jk, I know they did that on purpose)

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    • Robin says:
      4 May 2010 at 6:16 pm

      🙂

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    • annemarie says:
      4 May 2010 at 8:18 pm

      Freaky eyes, yes. They should have stopped off at the Estee Lauder counter for some Zero Smudge Lengthening Mascara. That’s what I wear when I’m running through the rain-soaked jungle.

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  8. antonpan says:
    4 May 2010 at 4:27 pm

    Surprised that she was just 18 when the commercial was shot

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  9. bergere says:
    4 May 2010 at 4:47 pm

    Sorry, odd man out here; the gray leaves, gray jungle, gray skies, gray rain, gray ocean, and gray actress didn’t really scream “Joy!” to me. Maybe the fragrance is like the Arriving-in-Oz moment: put it on, and the grays become Technicolor.

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    • Robin says:
      4 May 2010 at 6:16 pm

      I was also surprised at how dark it was…

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    • annemarie says:
      4 May 2010 at 8:15 pm

      Yeah, I felt sorry for the poor girl having to run in the surf on what looked like a pretty bleak sort of day.

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  10. raluca says:
    5 May 2010 at 3:52 am

    Which reminds me that human race managed to destroy the majority of water sources and that it keeps going. But people still love a good jungle/island/rain forest and water….interesting.

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  11. Endymion says:
    8 May 2010 at 7:58 am

    Boy!… well, girl in this case 🙂
    Aren’t you all bored with all these brands releasing perfumes now almost yearly??? (Last year Idole d’Armani and almost within a year now Acqua di Gioia)
    Maybe I’m nostalgic but earlier companies released a perfumes per 5-10 years, and these are still memorable products (all Chanel’s, Opium, Paris, Poison, Tresor and such iconic fragrances). Now they release a fragrance almost every year and nobody can remember the fragrance release 3-5 years ago.
    It’s sad, disappointing and annoying (for me).

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