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3rd September 2007
Alex James, Sophie Conran and Jasmine Guinness are the first three subjects in what is planned to be an ongoing campaign. Each of them has a special place in their heart for the Aga. As Sophie Conran puts it: “I was thrilled to be involved with the new Aga ad campaign because I’ve grown up with an Aga and it’s very much part of the family. The Aga has fed my children throughout their lives, from baby food to ossobuco”.
The Aga is well known for inspiring passion and devotion. It’s an iconic brand which has both a rich heritage and a real relevance in the 21st century.
Translating that into print isn’t easy. John Dabb, of Aga, says of the campaign: “We wanted to show the Aga in real- life settings rather than a glossy studio set.
People often send pictures of themselves, their children or pets in front of the Aga and we set out to recreate this, albeit with a hugely talented and renowned photographer.” Alex James says: “I use my Aga every day. It’s nice, warm and the heart of the home. I love it to bits. The dog, Socks, who’s in the picture lives by it, the cat loves it. What more can I say?” Jasmine Guinness agrees: “An Aga is the heart of the home it makes life so much easier and warmer.”
Mary McCartney has a huge talent for seeing the essence of a person and capturing it with her camera and this shows through in the images used for the campaign.
The portraits taken show Alex, Sophie and Jasmine relaxed and comfortable in their own environments living with and loving the Aga. She says “The kitchen was the centre of my family’s life when we were growing up. And at the centre of the kitchen was the Aga…”
Contacting the Aga press office
For more information or to request images from the campaign please call Laura James at Mabel Gray Tel: 01263 711588 or 07788 108560 Email: laurajames@mabelgray.com
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