Coco de Mer - Valentine's Day

Pamela Anderson fronts a sensual and subversive Valentine’s campaign for Coco de Mer, as part of a 'Sensual Revolution' encouraging women to take back control. Created and delivered by Rankin’s creative agency The Full Service and graded by Rushes Simona Cristea.

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As the new Global Brand Ambassador, radiating sensuality on film, Pamela Anderson is the perfect face to flip Valentine’s Day on its head and create a humorously subversive film.

Challenging the typically overdone, cheesy ads that clutter the loved-up holiday, this launch film follows X the Movie which Rankin created for the brand back in 2015 and is set to get pulses racing. It is just the first stage in a partnership between The Full Service agency, Rankin, Pamela Anderson and Coco de Mer as part of a ‘Sensual Revolution’ where they celebrate intimacy over cheap thrills.

In the film, we see Pamela returning home to her apartment, preparing for a steamy Valentine’s night ahead however, as we are led to believe she is awaiting the arrival of a lucky man, the film turns on its head and shocks audiences. Laced with irony in today’s overly sexualised world, the driving sentiment is one of female empowerment, saying ‘Fuck Valentine’s Day’. The Full Service handled everything from creative to edit in-house with Rushes Head of Creative Colour, Simona Cristea adding the finishing touch in the grade.
Rankin commented: “Pamela continually challenges herself and those around her, which made her ideal for Coco de Mer. The Full Service wanted to create something that played with people’s perceptions of Valentine’s Day. It’s a punchy move from Coco de Mer, but is testament to the brand and the powerhouse creativity of the The Full Service’s concept that everyone was totally up for it."

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Client:  Coco De Mer
Production Title:  Valentine’s Day

Strategy, Creative, Production: The Full Service
Director:  Rankin
Producer:  Nick Forbes Watson & Jordan Rossi
Creative:  Ralph Mathers
Managing Director:  Maruska Mason
DoP:  Tony Miller
Editor:  Gary Coogan

Rushes Team
Producer:  John Purton
Colourist:  Simona Cristea
VFX:  Richard Russell


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