Ashley Graham shows off golden glow in ad for St Tropez
The new spot is agency Fold7’s debut work for the tanning brand, having won the account without a pitch due to its established relationship with parent company PZ Cussons.
Model and presenter Ashley Graham shows off her golden glow in a new spot for fake tan brand St Tropez. In the ad, the Pretty Big Deal podcast host is seen in a pool, where the camera pans in close to her sun-kissed skin.
Photography and directing duo The Masons, known for their work with brands including Pandora and Stella McCartney, were behind the camera and their use of natural light and celebration of skin’s inherent textures imbue the visuals with an ultra-luxurious aesthetic.
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“With our new brand platform, ‘Golden is Ours,’ we are going back to the roots of the brand and reigniting its iconic status as the original and most desired self-tan brand on the market,” explained Corinne Chant, marketing director for FMCG and beauty. “We are extremely proud of this campaign and of how our brand ambassador Ashley Graham brings to life the empowered self-confidence that St Tropez’s inimitable golden glow brings to every woman.”
The social media video series will run in the US.
“Around the world, being beautiful has come to mean looking healthy, wanting your skin to look like you spend all year summering,” added Yelena Gaufman, strategy partner at Fold7. “We wanted to position St Tropez as the luxury base layer for that golden look.”