Gucci is sticking to Hollywood models for its new jewelery ad campaign. After having Drew Barrymore as the face of its previous campaign, the new Gucci Jewelery ads feature fellow movie star Claire Danes.
In addition to the Hollywood factor, Gucci must have been very happy with the results of the Barrymore campaign, because the new ads could very easily have been from that same shoot.
We could argue that the hair do and "jewelery on naked skin" art direction might not be avoidable, as they work well for such campaigns. But why use the same background and lighting? I mean, they are spending money on photographers, locations, make-up and a new face, so why not make the new ads look different?