"Keep the Heritage"

2 June 2026

1 min 34s

Parfum meets parkour.

To promote the return of Monégasque fragrance brand Moëhr, French parkour athlete Lilou Ruel plays what might be the most nimble concierge in the hospitality industry. Like M Gustave, Ruel knows when to get a shift on—unlike M Gustave, the free runner's able to fuel up on food served by three-Michelin-starred chef Mauro Colagreco on the way.

Why parkour? Because it looks cool, of course. More than that, however, it portrays the brand as a mover and shaker that still respects old-school luxury. The way Ruel leaps and bounds through the hotel in uniform makes viewers want to keep up with her (and, by extension, the product), then challenges complacent or static rivals to do the same.

UK

Perfume