Gucci Guilty Goes Big

When couture ads became short films, it was only a matter of time before we reached our current point: an advertisement for an advertisement.

Frank Miller (director of Sin City) has created a short film to promote Gucci’s new fragrance, Gucci Guilty. The film, by the same name, premiered online on Tuesday, and on television today. The director’s cut will premiere at the MTV VMAs, and Gucci has put together a contest on its Facebook page to send two fans to the show.

But in the meantime, Gucci built hype with this trailer, which advertises the film. How soon until we can no longer draw the line between high-budget promotional films and Hollywood films replete with product placement?

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