Product Red is like a constellation of some of the world’s most iconic global brands (American Express, Gap, Nike, Motorola, Armani) who have created special Red products. A proportion of the profits goes to the Global Fund1 to raise funds for the fight against HIV and Aids in Africa. Launched in the UK last spring 2006 and supported by an independent newspaper, and a gaggle of celebrities including Scarlett Johansson, Claudia Schiffer and the Scissor Sisters, it has been promoted in North America last summer.

This campaign captures the true energy and spirit behind Red while communicating the unique role the card can play in enabling consumers to make a real difference.

Some people said the idea of a poor African’s life is being borrowed for by a rich white person is not a revolutionary concept. Regarding Keseme Ole Parsapaet, he said: « Aids is affecting my community. I think Red is great. It is a way of helping the world come together to help fight Aids. »

Yet another celebrity has jumped on the Saviour of Africa bandwagon.

Gisele is, since january, the new face of Cacharel. The Brazilian supermodel has signed a multi million pound deal with the French company. She will appear in advertising campaigns from Europe to the Middle East to promote their new fragrance. Gisele is one of the most high profile models in the industry. Bunchen’s popularity in China, Japan, Europe and the Middle East after the Product Red campaign is believed to be one of the reasons why she was chosen to represent Cacharel. The stunning 24 year old has starred in campaigns for some of fashion’s biggest names including Louis Vuttion, Christian Dior, Victoria Secrets, Versace and Dolce & Gabbana.

The plot is pretty simple, a man who seems worth nothing in life is at his wits end when his eye catches a stunning blonde, and she sets about to put his life right. Looking to escape his past Andre (Jamel Debbouze) accepts the help of the mysterious Angela (Rie Rasmussen) and sets in motion a chain of events that will change his life forever. Beautiful in its simplicity, Angel-A is a striking, supernatural love-story. The characters are very natural, with their interactions very relaxed and real. The dialogue just seems to flow, and nothing about these performances is stilted or out of place. This gave the whole film a very loose and natural feel, almost as though some scenes were improvised. The actors perform wonderfully, especially the male lead, Jamel Debbouze. He has an energy about him and quite a captivating face.

A few years ago, France’s most successful living director announced his intention to quit while he was ahead. He would, he said, make 10 films and then get out of the game. At the time few people took him seriously. But with Angel-A, he has reached his limit.

As played by newcomer Rie Rasmussen, Angela proves a very Bessonian figure: leggy and lippy, a grungy euro-chick with a heart of gold. She could be the younger cousin of Ann Parillaud in Nikita, or Milla Jovovich in The Fifth Element. Parillaud, incidentally, was Besson’s first wife; Jovovich his second.