The Sugarhill Gang – Paco Rabanne

Creative Search, Licensing, Music Supervision

The gold stacks up in Paco Rabanne’s new ‘One Million’ global campaign. Under the motto “dare to be different”, the iconic fashion house once again reinterprets their signature perfume through the lens of photographer Oliver Hadlee Pearch. In this new campaign we meet a brand-new Million family of actors, models, dancers and rappers that dare to be different: Joey Bada$$, Simona Kust, Levi Dylan, Dree Hemingway, Alton Mason and Londone Myers, all of which introducing the idea that there’s a million ways to think big. Surrounded by Paco Rabanne’s classic imagery of black and white with splashes of gold, we witness these varied personalities dance to the rhythm of a groove-laden urban classic.

 

The Sugarhill Gang’s legendary anthem ‘Rapper’s Delight’ was first released 40 years ago and is considered hip-hop’s founding track. This was Too Young’s first selection for the soundtrack which is curated to funkily embody the new “daring-to-be” spirit of the perfume. ‘Rapper’s Delight’ plays a central part in this advertisement campaign and elevates the iconic status of the brand, the product, the models and, of course, the song. A new #Million attitude is reflected by the groovy bass and smooth rap flow of a classic track that changed hip-hop forever whilst still keeping intact its freshness and originality.

Technical
Song: Rapper’s Delight
Artist: The Sugarhill Gang
Client: Paco Rabanne
Campaign: Million Nation
Director: Paul Gore
Production Company: STANDARD / ICONOCLAST
Year: 2019