The Full Service creative agency and its founder, the legendary photographer Rankin, have teamed up with Baywatch actress and 90s icon Pamela Anderson and luxury lingerie brand Coco de Mer in an effort to empower women to take back control of Valentine’s Day. The resulting campaign, and particularly the spot that launches it, is a decidedly steamy affair, heavy with innuendo and suggestion and featuring a twist sure to raise a few eyebrows. In today’s sexualised world, Pamela Anderson has made it her mission to spread a “Sensual Revolution,” a movement celebrating intimacy over cheap thrills. In an aligning of beliefs and passions, Coco de Mer have partnered with Pamela as their international brand ambassador.
The launch film (below) is just the first stage in a partnership between The Full Service, Rankin, Pamela Anderson and Coco de Mer, and sees Pamela as the perfect face to flip Valentine’s Day on its head and create a humorously subversive film. It sees Pamela returning home to her apartment. As she undresses and prepares for a steamy Valentine’s night ahead, we are lead to believe she is awaiting the arrival of a lucky man. But, with the mother of all twists, the film turns on its heads and shocks audiences. Laced with irony, the driving sentiment is not one of seedy thrills, but of defiant female empowerment. It's a world away from the dark, almost industrial madness of Rankin's previous film for the brand (the definitely NSFW “X” that was developed back in the days before he had his own agency, with the help of TBWA/London), but it's certainly more immediate!
Rankin, who directed the steamy spot himself, said: “Pamela continually challenges herself and those around her, which made her ideal for Coco de Mer. The Full Service wanted to create something that played with people’s perceptions of Valentine’s Day. It’s a punchy move from Coco de Mer, but is testament to the brand and the powerhouse creativity of the The Full Service’s concept that everyone was totally up for it.” Lucy Litwack, Managing Director of Coco de Mer, added: “The Full Service incorporates a group of the most highly talented people who work tirelessly to create strong and impactful creative and execute everything to perfection. I love working with the whole team and couldn’t be happier with the service, the people or the work. Rankin as photographer and director is also the perfect collaborator for Coco de Mer – he instinctively understands and appreciates our brand and has worked closely with us over the last 2 years to develop unbelievably beautiful photo shoots of the highest calibre.”
The Full Service was launched by Rankin as a creative agency, a one stop shop for all client’s advertising needs. Working out of their London studio, they create entire 360-degree campaigns under one roof, across all touch-points, from creative to brand strategy to production and the in-house studio. They recently appointed Maruska Mason, formerly a Business Director at Grey, as Managing Director. Mason said of the campaign: “This is a great moment for Coco de Mer as a brand and Pamela is the perfect partner. Here at The Full Service, we are all about bold and engaging storytelling, collaborating closely with brands to take them on new journeys and push the boundaries of their advertising. This is the perfect example of that and our passion for brands. Every aspect of this campaign was created in-house, from the creative to the edit.”
