Jean-Paul Goude's press concept for the CX GTi Turbo was a simple silhouette portrait of Grace Jones. Except, of course, nothing is "simple" when you add Grace Jones to the mix.
First, she was styled to have a “CX” hairstyle, and then a red laser beam was added to the back and white laser beam to the front to enhance the "car" as hairstyle concept. Very eighties, much laser. Slapping the very simple “220 kph” headline on top angered the French minister of transport - so all the following ads had to be a bit more discreet.
After the French minister of transport put his foot down, and the launch posted had been written about in all the French press gathering the CX GTi Turbo more PR they ever dreamt of, the print ads were changed to simply say "Un look démon", meaning demon look or "c'est démon", meaning it's a demon. The surreal commercial where Grace drives out of a replica of her own head cemented the campaign.
Ad agency: RSCG
Photographer: Jean-Paul Goude
Principal talent: Grace Jones
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