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As had already been announced, G-Star RAW had renewed their collaboration with Magnus Carlsen for 2014, a decision made before he wrested the world title from Vishy Anand. The first videos of the campaign, starring Magnus Carlsen and Lily Cole, the famous 26-year-old British model and actress, have come out and there is an important and significant difference this time round.
The website now shows new pictures displaying Magnus in the 2014 line of clothes
Rather than displaying a classic clothes campaign in which a chess player happens to be a star protagonist, the campaign itself is now themed around chess, showing more clearly the weight Carlsen’s prestige is perceived to bring.
The very opening scene says it all
The video brings spectacular production values with stylized shots
Lily Cole's stark red hair and blue eyes provide a great contrast
An army of Magnus Carlsens...
...headed by the one and only face....
an army of Lily Coles.
Flying bodies, racing horses, punched clocks: it is all there
The commercial can be viewed in full HD
There is even a Behind the Scenes video, lasting a little under two minutes, showing the work behind the filming, shots, and clothes. It is short but entertaining.
The spacious locale shows the backdrop behind Magnus in the high chair is not
a graphics montage
In case there were any doubts
Footage is taken of both models racing at full speed
The video of the Behind the Scenes and other G-Star videos can be seen at their YouTube channel
