Galleries Lafayette chose their new muse. In order to make an impression and achieve hoist the advertising campaign “Man” on the same level as those who had directed the bubbly Laetitia Casta in Goude expert eye, the galleries have decided to take against the foot of the obvious fantasy and have set their sights on shaggy and decadent Mr. Beigbeder.
It must be said that in recent years, Frederic Beigbeder has gone upmarket and gained some visibility. Literary critics for Paris Match or Here and other work in semi-shade finally brought this inveterate partygoer, this disillusioned dandy, the very people trays Canal +. His appearances have allowed the public to discover his face, to focus on its decorous cynicism or hate him cordially.
Beigbeder became a public figure in itself, her romance with Laura Smet passionate fans press people and physical poet maudit has gradually been accepted. Moreover, after the success of the adaptation of his book 99 francs cinema, Beigbeder is likely to be the phenomenon of 2008.
Marketing teams Galeries Lafayette are therefore not mistaken in choosing to embody the “Man” of their future campaigns. The figure breaks with the image of the handsome young man with athletic body (nothing to do with the gods of the stadium). He asks boldly “The Consumer Society” in hand … derision, setting abyss Beigbeder that game is a champion. TV spots, clipboard, Internet banners, life-size displays … get ready because in 2008 Mr. Beigbeder will be everywhere.
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