British actor Tom Hardy has become the face of Jo Malone London‘s Cologne Intense Cypress & Grapevine. This isn’t your typical celebrity fragrance endorsement, though. Hardy, along with his father Chips Hardy and director Edward Berger, collaborated on a campaign film titled “The Exceptional and the Contradictory” that captures the essence of London itself.
The choice of Tom Hardy aligns perfectly with the fragrance. Jo Malone London describes Cologne Intense Cypress & Grapevine as “refined, distinctive, and bold,” mirroring the multifaceted persona Hardy brings to his roles. The fragrance itself is a captivating blend of aromatic cypress, warm grapevine, and sensual amber, a unique and sophisticated combination.
The campaign film, written by Chips Hardy, takes viewers on a journey through a twilight London. It’s a London that celebrates its quirks, its contrasting elements, and the unique spirit of its people. This aligns perfectly with the fragrance and Tom Hardy’s own personal connection to it.
“For me, Cologne Intense Cypress & Grapevine is a wonderfully classic, vintage and earthy fragrance,” Hardy says. This personal connection goes beyond the campaign. As Jo Dancey, Senior Vice President/Global Managing Director of Jo Malone London, explains, “Tom has worn [the fragrance] for a long time.”
The collaboration extends beyond aesthetics. Both Jo Malone London and Tom Hardy share a commitment to social impact and mental health awareness. “Tom is undeniably an immense talent,” says Dancey. “But it’s his willingness to get involved beyond simply being the face of a campaign that really struck us. It’s a true partnership that celebrates both Jo Malone London’s roots and Tom’s hometown.”
This campaign is about celebrating individuality, embracing complexity, and taking pride in one’s roots. It’s a sentiment that resonates with Hardy’s portrayal of London in the film and his personal connection to the fragrance. Hardy embodies the spirit of Cologne Intense Cypress & Grapevine – a fragrance that’s as multifaceted as the city that inspired it.