Usher heads to the French Riviera for his new fragrance commercial

NEW YORK Recording artist Usher traveled to the French Riviera to film the new commercial for his latest fragrance, Elizabeth Arden announced on Tuesday.

The fragrance, Usher VIP, is currently available nationwide and is designed to reflect a person who is constantly striving to be the best. It's having the presence and the confidence to make an impact, and ultimately to unify and defy the odds to lead, the manufacturer stated.

Filmmaker Pierre Morel directed to television spot showing Usher and his female companion being chased by paparazzi through the streets of Monte Carlo.

"With Usher's recent accomplishments over the past few years, he wanted to create a new refined fragrance that would represent new ways for him to express himself to his fans," stated Art Spiro, EVP Liz Claiborne brands at Elizabeth Arden. "Through Usher VIP, Usher has captured the essence of his self-assurance and charisma and utilized it to create a fresh and masculine scent to allow all to be a VIP."

The debut of Usher VIP comes in anticipation of the release of his new album due out in early 2010.