Gucci presents a new campaign for the GUCCI 25H timepieces collection featuring British actor, producer and musician Idris Elba. The campaign comprises endorsed and still-life images and a video, blending hints of retro aesthetics and humor with an original photographic execution to celebrate the GUCCI 25H’s unique design and variations.
Inspired by modern architecture’s sleek forms, the GUCCI 25H has a multi-layered silhouette and ultra-thin profile. Defined by its clean lines, contrasting finishes and integrated bracelet, it is a significant touchstone in Gucci’s 50 years of watchmaking expertise.
In the video for the campaign, Elba contemplates his relationship with time in a frank voice-over monologue. Art directed by Ezra Petronio and photographed by Mert & Marcus, the film is shot with a one-point perspective in a meticulously choreographed single-take sequence. The endorsed images employ the same retro-styled pose and ‘screen idol’ self-assurance seen in the video. Bringing together contemporary lighting, language and visual expression with a vintage edge, the campaign alludes to a duality of modern and past times, presented under the tagline, ‘It’s Gucci Time’.
Several automatic editions, fitted with the Gucci GG727.25 caliber, are among the timepieces featured. Alongside the 40mm steel model, which Elba wears in the video, are counterparts in steel and diamonds. Two tourbillon iterations, featuring the exclusive Gucci caliber flying tourbillon, appear too, as do several different sizes and styles of the quartz editions, all crafted with ultra-fine 4mm cases.
Imbuing a tangible magnetism to the entire campaign, Elba’s poised delivery is bold and empowered. Combined with the elevated creative execution and subtle traces of humor, the film and still images represent something new and unexpected in the world of luxury watches.
Creative Director: Alessandro Michele
Art Director: Ezra Petronio
Photographer & Director: Mert & Marcus
Make-up: Jojo Williams
Hair: Riaze Foster
Music: Credits to come