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He’s depicted some of the most iconic British characters on the silver screen now award-winning actor Tom Hardy can add another to the list: official ambassador for Jo Malone London’s Cypress and Grapevine Cologne Intense.
Hardy, a true Londoner, collaborated with acclaimed director Edward Berger and his father, Chips Hardy, to create a campaign film titled “The Exceptional And The Contradictory.” This evocative piece is set against the backdrop of London at night, capturing the city’s essence in a way that only Hardy can.
“It has been a privilege and great joy to collaborate with Jo Malone London on this campaign,” Hardy says. “What started as a shared connection and passion over similar philanthropic pursuits has evolved into a wonderfully rewarding creative partnership. It was a wonderful experience to work alongside such a brilliant team, helping to create a film that not only challenged us to visualise fragrance in new ways but was also evocative of the London we love—a city that embodies the exceptional and the contradictory in all its brilliance.”
Known for being picky about his commercial roles, Hardy found this collaboration with Jo Malone London particularly intriguing. Initially approached because of his involvement with REORG, a charity supporting mental health and physical well-being for veterans and first responders, Hardy saw an opportunity to merge creativity with a meaningful cause.
“I don’t usually get involved in commercials and adverts because I prefer acting and playing different characters. However, Jo Malone London initially reached out about a collaboration due to my affiliation with REORG,” Hardy explains. “They believed we might share similarities in our approaches to supporting mental health, and that our brands might be of interest to one another. So, we had a conversation and during that time they asked if I would be interested in collaborating on a project, a creative endeavour for Cypress & Grapevine Cologne Intense.”
The campaign film is a true collaboration. Hardy, his father, and Berger worked closely to bring their vision to life. “Jo Malone London has a very familial vibe, so they were very encouraging and allowed me to engage my father in helping create the campaign film,” Hardy says. “I had long been a fan of Edward Berger’s work, so I called him to see if he would be interested in working on this project with us. He was delighted to come on board, followed by cinematographer James Friend and composer Volker Bertelmann.”
Set at night, the film explores the idea of the exceptional and contradictory nature of London, celebrating the city’s diversity and the connections between its inhabitants. Hardy describes London as a place where one can be both anonymous and connected, a melting pot of individuals contributing to the city’s unique character.
“London is an open city. A place where one can be both anonymous and connected at the same time,” Hardy notes. “Our collective aim was to align Jo Malone London’s London with our London to show what has made the city special to us.”
For Hardy, the challenge of visualising a fragrance on screen was both exciting and rewarding. “During the concepting stage, we were intrigued by the challenge of visualising a fragrance,” he says. “It was exciting trying to understand how fragrance flows, how it takes to the air, how it takes to the senses, how it can impact us. How do you make a scent visible on screen? It was all part of the game for us.”
The result is a film that captures the essence of Cypress & Grapevine Cologne Intense, a fragrance Hardy describes as “a wonderful classic, vintage and earthy scent.” The campaign reflects Hardy’s creative vision and his deep connection to London, making it a perfect fit for Jo Malone London.
In his new role, Hardy brings authenticity and passion to the campaign, pushing the boundaries of fragrance advertising. With his involvement, Jo Malone London continues to create evocative and deeply personal content, capturing the spirit of London and the essence of their fragrances.
In a market crowded with celebrity endorsements, Hardy’s genuine enthusiasm and deep involvement set this campaign apart. It’s not just an ad; it’s a love letter to London, a city that, like Hardy himself, is full of contradictions and surprises. This collaboration with Jo Malone London isn’t just about selling a scent—it’s about telling a story, and there’s no one better at storytelling than Tom Hardy.
