Oil of Ulay (or Olay, Ulan, Olan or Olas depending on where you bought it) had an image as an older woman’s moisturiser. Procter & Gamble wanted to modernise and broaden the brand, and had created a range of cosmetics containing Oil of Ulay’s key ingredients.

Still frame from the Tracey Emin video.

      Saatchi & Saatchi called me in to meet the American head of marketing and discuss a leftfield approach to the project. Although the agency had a direct connection to the fine art world when collector Charles Saatchi and brother Maurice were co-owners, that was no longer the case and they needed someone with an insight into contemporary British art.

Roll In The YBAs.
This was the period when the YBAs (Young British Artists) were at their most notorious, and the Saatchi Collection’s exhibit Sensation was showing to big crowds at the Royal Academy of Art. We created our own little art prize to give to five female artists so they could make an art piece and a video. They could do whatever they wanted.
      The works went on display in Boots store windows, while we showed the videos once only—primetime, middle of the week, one per week—so that it would be an event.

Shockworks On The Box.
I chose non-traditional artists for their contemporaneity, and to work around the obvious associations between makeup and paint.
      Tracey Emin was an obvious candidate as she is still a controversial YBA, and she delivered more than good value after our opening night at the ICA.
      Tracey was a guest on The Late Show, arrived at the TV studio intoxicated, and proceeded to insult the interviewer.
      Our client was ecstatic.