Celebrities covering songs for fragrance advertising is not particularly groundbreaking. But this one- Givenchy and Sony Music Entertainment for Givenchy’s Electric Rose (perfume)- is actually quite innovative. It seems almost like a launch of a branding alliance between Givenchy and Sony rather than a perfume commercial.
Here, Liv Tyler covers INXS’s “Need You Tonight”, produced in such a way as if it was a typical big-label release which follows typical big-label radio and video circulation afterwards. In this collaboration music brings obsessive qualities and stimulates Givenchy’s brand promise of desirability and appeal.