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Gwyneth Paltrow stars in Tous’ new global campaign

The new Tender Stories No. 7 is a romantic comedy starring actress Gwyneth Paltrow.
Tous, in collaboration with SCPF, has presented its new collection of jewelry and accessories for the fall/winter 2017 season with the seventh instalment of its “Tender Stories.” This is an international 360º campaign that consolidates the brand’s commitment to the “concept of tenderness as a universal value.”
The new Tender Stories No. 7 is a romantic comedy starring the internationally acclaimed actress Gwyneth Paltrow for the fourth consecutive time. It tells us the story of her boyfriend Jack and his obsession with the medallion that she always wears. “It’s the perfect way to showcase the new Tous Medallions collection, a collection that reinstates the classic medallion — a symbolic piece of jewelry that traditionally served as a memento to life’s significant moments — and revamps it in a way that invites us to collect old and new memories,” a press release said.
The entire campaign is driven by the mystery surrounding the protagonist’s medallion and will follow a global, omni-channel strategy.
The films have been translated into more than 10 languages and will be broadcast in more than 50 countries. The move by the brand aims to broaden its values of tenderness, respect and inclusiveness.
On an audiovisual level, the short has been directed once again by Víctor Carrey, who the brand said has successfully maintained the cinematographic feel and visual look that epitomize the brand.
The graphic campaign is the work of the photographer Xavi Gordo and will appear in printed media, out-of-home advertising and in more than 500 Tous stores around the world.

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