Gwyneth Paltrow is one of the celebrities that brands always flock to as far as their ad campaigns are concerned. It was no surprise, then, when Hugo Boss announced back in May that they had tapped the actress to appear in the print and TV ads for their Boss Nuit Pour Femme fragrance and yesterday the images and TV commercial were finally revealed.

Sadly the big reveal hit a dull note. There's no doubting that Paltrow looks beautiful in the ads but nothing about it feels memorable. Aside from the fact that it looks like they have been on the overzealous side with the retouching, the shot doesn't live up to expectation. On the other hand, the brand's fragrance campaign with Sienna Miller wasn't particularly a stand-out either so maybe the expectation was simply set to high on the basis of Gwyneth's past campaigns.

What do you think?