Brian Eno, English musician, composer, record producer, singer, and visual artist, has been announced as one of the faces of Alfred Dunhill’s spring/summer 2013 “Voice” campaign. The campaign is made up of a series of black-and-white portraits and individual video interviews, in which the brand ambassadors give their opinions and discuss their experiences.

“We didn’t want to start promoting things like youth and beauty as drivers, rather we wanted it to be based on elegance and achievement and the Voice campaign is really a reflection of that,” said Jason Beckley, global marketing director at Alfred Dunhill, London. “The Voice campaign builds the brand on honest morals,” he said. “I think it’s easy to look up to people and admire people for what they’ve done rather than what they look like.”

Known as one of the principal innovators of ambient music, 64 year old Eno joins mountaineer Geordie Stewart, war photographer Don McCullin, Sir David Frost, Sir Ranulph Fiennes and John Hurt in this beautifully executed campaign.

His interview comes off as genuine and inspiring. My favourite moment in his interview is when he states: “…the big mistake is waiting for inspiration to happen. It won’t come looking for you,” he says, “you have to build a trap to catch it”.