The lioness

To direct this spot, Perrier called on a director known for marching to his own drum. Who else but Jean-Paul Goude - former art director of Esquire magazine, renowned for his photographs of the sublime Grace Jones for Citroen (1984) and his work on Chanel's Egoiste perfume - to translate Perrier's zaniness into images? Goude, who joined the project at the storyboard stage, let his imagination roam free. The result: an "unidentified advertising object" - offbeat, wild, and humorous.