By Barry Janoff
June 30, 2016: Metallica knows how to put the pedal to the heavy metal with such iconic songs as "For Whom The Bell Tolls," "Wherever I May Roam," "Master of Puppets," "Enter Sandman" and "Fade To Black."
Now, James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo are dressing up the heavy metal genre by signing on to become spokesmen for Italian luxury menswear brand Brioni.
"We are beyond thrilled to have been invited to be the face of Italian luxury menswear powerhouse Brioni as they kick off their first creative campaign under the direction of newly appointed creative director, über cool style star Justin O’Shea," the group wrote on their Twitter account earlier this week.
Not so serious as some of their lyrics, the campaign's photo shoot is an ode to another iconic group, Queen, specifically the classic "Bohemian Rhapsody," which, according to Metallica, inspired the creative session.
The main photo shows all four members of Metallica with their faces highlighted against a black background, and individual shots of each of them, replicating the video for the song "Bohemian Rhapsody," which appeared on Queen's classic 1975 album, A Night at the Opera.
According to the lyrics of the song, "Is this the real life?/ Is this just fantasy?/Caught in a landslide/No escape from reality."
A Night at the Opera title itself is an ode to another iconic group, The Marx Brothers, who appeared in a classic comedy film of that name, released in 1935.
The Metallica campaign includes Internet, social media, print and outdoor including New York, Los Angeles and Moscow.
The alliance coincides with the scheduled release Metallica's first studio album in eight years, due out in late summer or early fall.
Regarding the Brioni deal:
"The black-and-white Queen-inspired photos were shot last month in San Francisco by photographer Zackery Michael," Metallica wrote, "We’re sporting Bespoke Brioni suits and tuxedos as well as sunglasses from their new eyewear collection."
Metallica, formed in Los Angeles in 1981 and masters of heavy metal and other music domains since then, has of late been expanding their band brand.
Late last year, the gorup signed a deal with Armada Skis to design and create a limited-edition line of skis.
Metallica Shreds Ski Slopes With Heavy Mettle Deal
Back to Home Page