Founded on a legacy of over 20 years of success, Boss Bottled expresses the inimitable spirit of a Boss suit in a bottle. Offering depth, character and diversity, its full fragrance portfolio builds a balanced and diverse whole to reflect the multiple facets embodied by the man of today. With that, came the Man of Today (#ManOfToday) campaign, a global conversation about what it means to be a man in today’s world.
In the same way he chooses his suit, the Man of Today selects the Boss Bottled scent to equip him with everything he needs to be the best man he can be, every hour, of every day, ensuring he can achieve his own personal ideals of success, no matter where he is or what he does.
Today, upon kicking off the next chapter of its campaign, Boss Bottled seeks to empower men everywhere to share and celebrate their varying ideals of success by consistently measuring each moment against their own set of codes. The mission is to inspire men to show the world who they are through their actions, and the values by which they live.
Since September last year, the new Man of Today campaign has been brought to life by its global ambassador and Australian actor Chris Hemsworth, a man who consistently acts by his own codes of integrity and respect, much like his Marvel character Thor, who he portrays to resounding success.
With the TV campaign envisioned by renowned director Nicholas Winding Refn, a print campaign photographed by Nathaniel Goldberg and PR images shot by Frederic Auerbach, Chris Hemsworth is seen as the Man of Today in visuals set against the dynamic backdrop of a modern, urban skyline.
“The Man of Today campaign is all about representing the idea that actions speak louder than words – a principle I’ve always tried to embody and live my life by. It’s one thing to say you’re going to do something but to back it up and do it is a whole other thing. It’s an attitude that my parents bestowed upon me and an approach I hope to instil in my kids as well. It’s about the qualities of honesty and integrity, which is a great message to be a part of”, said the Boss Bottled ambassador.
At the recent reopening of the Hugo Boss boutique at Marina Bay Sands, marked by a star-studded in-store cocktail reception followed by a runway presentation of the Hugo Boss fall/winter 2018 collection, we gained access to the Man of Today star who spoke about his collaboration with Hugo Boss, his career, and his ongoing role in the Marvel Cinematic Universe.
Have men’s fragrances always been an integral part of your grooming routine, and how does Boss Bottled appeal to you?
You can’t be too heady in making decisions about the fragrance you use, what you eat, what you wear; it’s got to be about your gut feeling. I just love the smell of the fragrance. It’s been around for many years, so it carries an iconic scent, a history that’s just great to be a part of. I just love the fragrance. It’s pure and simple. My wife loves it, she gives it the ticket of approval; she’s the most important voice in my house.
They say that the sense of smell is closely linked with memory. Are there any aromas that evoke fond memories?
Certain sunscreens and surfboard wax, coastal plants, the bushland, where I grew up, all those things take me back to my childhood. They remind me of when I was surfing with my brothers and my parents, the best times of my life with such vivid memories.
You’ve come a long way in your career, from Aussie daytime soaps to Hollywood blockbuster films. How do you feel about that, and where do you see yourself headed?
The last few years have been most exciting for me because I’ve been able to enjoy a lot of versatility in the roles I played, like reinventing Thor, for instance, and do something different. 10 years from now, I hope to be still as intrigued and passionate as I am now, to have these many choices. I spent the first bunch of years of my career banging on doors, trying to have an audition and basically saying “yes” to anything. So to have the freedom to pick and choose roles that inspire you or speak to you, or are just a hell lot of fun, has always been the dream. I hope to be able to continue to do that in 10 years’ time.
The Man of Today campaign centres on what it means to be a man of today. In your opinion, what are the important qualities that define the modern man, values that you wish to pass down?
I find myself far more critical of myself now since I have kids. I noticed my behaviour and my actions, both good and bad, are rubbing off on them, so it has certainly made me more self-conscious, more self-aware, which got me thinking about what is it that I really believe in, what is it that I want to instil in my children, so that they are not just being reactive to the world, but rather proactive. As I thought about what I want to achieve and the examples I would like to set, I realised that it’s important to have qualities like integrity, honesty, empathy and respect.
The thing that’s important to me is that I grew up with very little money, and now, all of a sudden, I have a lot of money, so I’m definitely aware how that is going to affect my kids and I want them to be conscious that this is not normal and make sure that they have huge appreciation for the fortunate things that we are able to do and be a part of, and not take it for granted. That was what my parents had certainly taught me – appreciation and respect.
How do you think you can teach them that?
You’ve got to show them different environments. We don’t live in Hollywood, we don’t live in Malibu, surrounded by celebrities. We have removed them from that on purpose and moved back to Australia, to a very quiet coastal surf town, living among people from all walks of life with vastly different characteristics and attitudes and so on, for them to immerse themselves amongst everyday people. If you’re living in Hollywood, it’s very easy to be surrounded by one type of people; not that there’s anything wrong with that type of people. It’s just that for me, I learned the most in my childhood from meeting different people. We travelled a lot; we lived in an aboriginal community; we lived in Sydney, in Melbourne, on the coast, in the bush, etc. So I want my kids to know that their current situation is not the norm and that they’ve got to work just as hard as everyone else and appreciate it.
We can see that you’ve brought more comedy to your portrayal of Thor. Do you enjoy the lighter side of acting?
I feel more at ease with comedy than I did with trying to be a stoic, quiet leading man. That kind of felt very rigid. I wanted to move more as I had more energy in me. I found that while doing comedy was far more nerve-wrecking, it was an addictive sort of anxiety; it’s fun and there’s the adrenaline, and you’re laughing you’re a** off, but also trying not to laugh and keep it together. To lose control in that setting is the best thing because then no one knows what is going to happen next. The audience don’t know, you don’t know, so everyone’s glued, wondering. Spontaneity is the key. I feel like, for drama, you’ve got to have a brilliant script, whereas for comedy, there’s a bit more room to improvise. In my experience, if you have the right sort of people to work with, the right director, and the right actors who are willing to go there with you then it’s just so much more fun. And I would get home from work on a comedy with a big smile on my face, as opposed to coming home from a heavy drama. I’d rather be laughing.
Have you ever felt overwhelmed by the ensemble cast of Avengers? How do you hold your own?
In the first couple of Avengers films, I definitely felt that. I felt that I was in everyone else’s shadow, wondering, “What am I doing here?” I think it kind of shows on screen too. It felt like I was standing flat-footed in the background all the time. And it was my fault, not the writers’ or the directors’. I just felt like I was kind of overwhelmed.
The later Avengers films and Thor: Ragnarok, however, felt like a new beginning for that character for me, and gave me a certain amount of attitude. It made me also realise that you’ve got to get front and centre with the director and writers and say, “Let’s make this better,” and ask, “what else can we do,” and keep pouring options in and keep digging to find out what else you can do for the character. Upon doing that, I realised that I had such a great experience. It was so much more fun collaborating with the director, writers and the cast. I enjoy the latest Avengers a lot more for that reason.
The producer Kevin Feige said, “Look, in the first Thor we had to paint you all the colours of the character to establish what Thor looked like. With you as Chris now, you can dress it up any way you want and people will still recognise that that’s Thor.” So that made me think, oh great, let’s do this – cut the hair, change the costume, the environment, the personality, etc.