Billboard is reporting that former SOUNDGARDEN and current AUDIOSLAVE frontman Chris Cornell has been selected by John Varvatos, the man behind the award-winning clothing brand, to be the face of the brand's spring 2006 ad campaign.
Created by New York agency Yard, with photography by music documentarian Danny Clinch, the campaign captures Cornell in such New York locations as Greenwich Village and Central Park.
The Cornell campaign runs for six months and includes print, Internet and outdoor advertising. Though Cornell is identified in the campaign, his band affiliation is not. "You either know who it is or you don't," says Donna Faircloth, Varvatos VP of marketing.
It was the same scenario when AEROSMITH guitarist Joe Perry and roots-rocker Ryan Adams appeared in Varvatos' fall 2005 and spring 2005 campaigns, respectively.
Cornell's deal included a "financial element," says Stephen Niedzwiecki, creative director with Yard. But, he adds, the Varvatos brand "doesn't have massive budgets to pay talent." Said another way, in lieu of a high fee, Cornell's cool quotient may be ratcheted up a notch or two.
Check out pictures of Cornell as part of Varvatos' spring 2006 ad campaign at this location.
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