Crazy Kenzo perfume ad gets shared
Author: CIM COM
How do you communicate the essence of a scent without the sense of smell? Most perfume campaigns portray a world of luxury, sensuality and indulgence. The female protagonist is centre stage. She’s the focus of photographers, the press and high society. The implication is, that her perfume is part of her magnetism and sexuality. She’s poised, posed and perfumed. But what if a brand threw the rulebook away. What if perfume was visualised as the ultimate in self-expression but not to please an audience, and not to attract men. Kenzo’s new perfume ad does just that with a joyful and slightly bonkers ad for their perfume. At a time when industry leaders are calling for marketers to side-step the stereotypes, this brand is ahead of the game.
A lesson in brand revival
Kenzo is the clothing to fragrances brand created by fashion designer Kenzo Takada. Since his retirement in 1999, creative directors, Humberto Leon and Carol Lim have injected new energy into the French fashion brand. Smart collaborations with the likes of Vans and H&M bring Kenzo to a new and youthful audience. New lines support this modernisation and the introduction of the Kenzo tiger and ‘wide eye’ emblems bring instant recognition. Celebrities such as Beyonce, Drake and Rihanna wear Kenzo.
Watch Margaret Qualley in action
The new fragrance, Kenzo World is the first fragrance from Lim and Leon. Their perfume ad stars actress and model, Margaret Qualley, daughter of Andie MacDowell of Four Weddings fame. It’s directed by Spike Jonze who’s known for the film ‘Being John Malkovich’ and for his music videos with Kanye West, Daft Punk and others. Music is a big part of the formula for this perfume ad with an original sound track by Jonze’s brother, Sam Spiegel & Ape Drums, featuring Assassin. The video gained over 3.5 million views in just 6 weeks.
KENZO World - The new fragrance
Not like your regular perfume ad
To show how unconventional Kenzo’s ad is, just compare it these Dior, Burberry and Chanel ads.
Kiera Knightly poses in a provocative photoshoot for Chanel’s Coco Mademoiselle.
Coco Mademoiselle: The Film – CHANEL
Model Camille Rowe is the face of Dior’s Poison Girl ad campaign as she flits through the New York nightscape, admirer in tow.
Dior Poison Girl Fragrance Commercial 2016
Lily James reveals what she’s not wearing beneath her mackintosh for perfume, My Burberry Black.
My Burberry Black – the Intense and Sensual Fragrance for Women
Quite like this music video
Some commentators think the ad is inspired by the Fatboy Slim ‘Weapon of Choice’ video that stars Chris Walken. Perhaps. But Spike Jonze created this film too, winning a Grammy award for Best Short Form Music Video. Can you see a similarity?
Fatboy Slim - Weapon Of Choice [Official Video]
It’s already spawned a tribute video from WhiteSpaceFilms. We’re thinking this is just the start!
Fatboy Slim/Kenzo Perfume Ad Mashup
Getting a reaction
The video has been widely shared, since its surprised and delighted many people as these recent tweets show.
