The modern pop-culture advertising sells us the dreams connected with identity and self expression. We don't just buy the Mulberry bag, we buy the image, the feeling of style and luxury that is connected with Mulberry brand. Modern advertising is a kaleidoscope of the old and moderns imaginations and legends, archetypes that play on our latent emotions and needs. This is what exactly Lux, the soap producer is trying to do - sell us the magic legend.
The video tells the Callista story. She's found a magic item in the forest - a black Lux soap bar.
Lux soap is presented as something magic, that can cause an extraordinary transformation. Its powers turn Callisto from the innocent girl into sex vampire. The whole story has a deep feel of an traditional fairy-tale and seems to be very unconventional for the soap advertising. The producers played well with technology and the mythology. Great and eye-catching result. See yourself!
