HUGO Just Different - director Jonas Åkerlund captures US actor Jared Leto for the TV spot of the new fragrance for men

American actor, musician and music video director Jared Leto is the new face of the most recent HUGO Just Different campaign, taking over from Jonathan Rhys Meyer, and is now part of a long tradition of testimonials for HUGO Fragrances. Apart from HUGO Just Different, he will also represent the classic HUGO Man.

For his roles, Jared Leto tends to push his boundaries. He enjoyed a solid thrashing in ‘Fight Club’, portrayed an arm amputation for his role as a junkie in ‘Requiem for a dream and lost 14 kg. He gained 20kg for his role in ‘Chapter 27’ and he injured himself in ‘Panic Room’ when he tried to get Jodie Foster out of her hiding place. Furthermore, the animal protection society PETA named the singer of ’30 Seconds to Mars’ the ‘Sexiest Vegetarian’.

Swedish director Jonas Åkerlund, who is also the man behind the Lady Gaga ‘Paparazzi’ vide, produced the HUGO Just Different TV spot in New York.

The spot follows Jared Leto as he discovers the big city from new perspectives. He makes his way through the city, led by his creativity. He is inspired by impressions, discovers the unusual and expects the unexpected. The moving backdrops resemble the dreamlike worlds of Christopher Nolan’s mystery thriller ‘Inception’.

“With HUGO Just Different, we attempted to create a fragrance that makes you look at the world in a different way and coat a well-known type of scent with a new direction. The result is a modern interpretation of the classic Fougère fragrance. Fresh and mint on the one hand, but also warmly flattering on the other. HUGO Just Different turns everything you might expect from a male fragrance around,” says Will Andrews of P&G Prestige Fragrance Creation Team.