Usher and director Pierre Morel filmed the advertisement for the R&B singer’s new fragrance on the French Riviera. The commercial for Usher VIP, inspired by the Maltese Falcon, shows Usher and his female companion being chased by paparazzi through the streets of Monte Carlo.
“I consider fragrance to be one of the most important tools of engagement for seduction,” Usher said of his Eau de Toilette spray, a follow up to Usher He. “With Usher VIP I created a gentlemen’s scent, which would also appeal to women. Women tell me they love the scent of a man and I wanted to create that sense of confidence and style that women desire. VIP is a state of mind which is about what you do with that confidence and how you make an impact in the lives of those around you.”
Below are the behind-the-scenes video of the TV spot and the final ad itself.