One Direction Launches Perfume With Spot So Sweet It'll Rot Your Teeth

Cake Group Creates Adorable Video to Launch Scent for Women

Published on Aug 27, 2013

Editor's Pick

Boy band One Direction follows in Justin Bieber's tracks to launch a perfume made by guys -- but for girls. "Our Moment," however, is introduced with a saccharine sweet, and frankly adorable spot that makes the most out of the band's boyishly good looks. Filmed using lots of pastel colors, the spot features the members of the hugely popular band blowing petals into the air, testing out different fragrances, choosing fruit flavors they'd like to include, all while generally horsing around and being silly. It results in a tone that might appeal to the tween demographic ("gosh, those boys are cute!") but has a hint of "we're in on the joke" as well, which makes it worth a watch.

The final product, which Louis makes off with at the end, went on sale Aug. 23 in the U.K., and has hints of pink grapefruit, berries and red currants, plus jasmine petals and freesias. Cake Group was the agency.

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Aug 27, 2013
One Direction

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