The Sin City director launches a trailer for the company's new branded entertainment concept before it premieres during September's MTV Video Music Awards.

Frank Miller has produced a commercial for the new Gucci fragrance, ‘Guilty’. The film noir (with splashes of color) style commercial stars Evan Rachel Wood and Chris Evans, with a soundtrack by Friendly Fires. While a trailer for the commercial is currently available on YouTube, the full commercial will premiere during the MTV Video Music Awards on September 12th.

The director’s credibility, coupled with the sex appeal of the stars and concept should raise curiosity for the premiere of the branded entertainment concept. While this brand and category are known for using a ‘sex sells’ approach, it will be interesting to see if the premiere benefits sales of the brand’s new perfume – as well as MTV’s ratings.

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