In her role as new brand ambassador for Coco de Mer, Pamela Anderson is fronting a campaign that encourages women to take back control of Valentine's Day.
The advertising campaign is directed by Rankin and created by his agency, The Full Service. As international brand ambassador, Pamela will collaborate with the fashion brand over the coming months.
"I always felt Valentine’s Day was such an insipid marketing strategy. I wanted to turn it on its head and subvert the concept," said Rankin. "My vision was that some people have really shit Valentine’s Days, so why don’t we twist it and do something for lots of different kinds of people, which at the same time is a bit naughty."
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In the film (see below), Pamela returns home to prepare for Valentine’s night – undressing, playing music and sprinkling rose petals on her bed. But instead of waiting for a romantic partner, she is actually getting ready to spend the night alone with a sex toy. The film ends with her saying, "F**k Valentine’s Day."
Lucy Litwack, Managing Director of Coco de Mer, comments, "Ever since Pamela and I first met we have discovered so many shared passions that it seemed such a natural step for Pamela to become Coco de Mer's International Brand Ambassador. Pamela has such empathy with our fashion and our thinking and will be a natural Ambassador, engaging with our customers around the world in a wonderfully inspiring and empowering way.
"She is beautiful, passionate, independent and intelligent and our beliefs are completely aligned. Women should feel empowered and everyone should be free to experience true pleasure."
Pamela Anderson’s role in the campaign helps break down stereotypes about the holiday, Litwack said.