“Chanel No 5. makes you irresistible. At least, if you’re Gisele Bündchen.” The brands latest 3 minute and 16 second advertisement shows off just how luxurious the the perfume is. Bündchen plays the role of a glamorous surfer, model, and mom who drives a sports car and lives in a mansion made of glass. It is supposed to be the second part of the Chanel ad staring Nicole Kidman back in 2004. The overall video is a love story between Bündchen and an unnamed man. He leaves her a note at the beginning, and Bündchen must go find where he ran off to.
The song playing in the background is “You’re the One That I Want” from Grease, but many would not even recognize the popular lyrics. Lo-Fang completely recomposed and performed it so it would have a more eerie, romantic feel. Directed by Baz Luhrmann, the same director of The Great Gatsby, the video has a feeling of elegance and class.
In a press conference about the ad, Luhrmann said, “In a way, Gisele became the script. I knew her when she was quite young and starting out, and she’s evolved so much in both her life and work. The film reflects that—this woman has a child, a real job and then she has this relationship. Gisele is the Chanel woman now.”
Just like in class today, celebrities used in advertisements can be risky, but I think Chanel chose the perfect person for the ad. Bündchen is smart, beautiful, and a mom. I think she represents everything Chanel is trying to convey in their ad. She seems dependable, talented (she has appeared in the recent campaign for Under Armor), and has a good image to the media overall.
Watch her in the video below:
The campaign even has a hashtag #TheOneThatIWant shown at the end of the video.
So what do you guys think? Does Gisele make Chanel No. 5 look desirable? She sure has sold me on the product. Chanel spent a lot of money making this (Nicole Kidman’s ad cost around $42 million). But I think it is necessary for the Chanel’s “brand image.” If a person is going to spend a hundred dollars on perfume or thousands of dollars on a handbag, Chanel better make them want it. Chanel is selling a “fantasy” with this commercial, and with over one million views on YouTube within the first 24 hours, I think they are doing it right.
Beltrone, G. (2014, October 16). Brand of the Day: Chanel No. 5 Finds a New Muse in the Stunning Gisele Bündchen. Retrieved October 16, 2014.