How a perfume video got it’s freak on while laughing at an entire industry.
Undertaking the mundane yet necessary Facebook scroll morning, I came across a perfume video advertisement on my feed, shared by a very talented marketer friend. At the risk of sounding cliche, what I saw ahead blew my mind beyond any perfume ad perception I ever had. A work of drama, chic, crazy and wild – the new KENZO WORLD perfume cuts across boring perceptions of beauty and fragrance, before the end of the 1st minute of the video.
Where flower overdose scenes combined with bedroom prowess are typically used to sell smell, the director of this new video, Spike Jonze starts with similar settings but launches into a riotous choreography, set to the percussions of “Ape Drums” by Mutant Brain feat. Sam Spiegal Assassin. Along with Qualley, the viewers open their “inner eye” to peel out out their wild, wicked and fierce within a tie strung world, as free spirit takes on new meaning altogether.
As global audiences watch in amazement, the point of the ad is driven much faster closer home. Simply because of our historical familiarity with the esoteric concept of the third eye, most often discussed in association with the Hindu God, Lord Shiva. The inner eye opens pathways to realms beyond the known and provides thought beyond ordinary sight. And as the dancer unleashes the madness within her, fragrant enchantments suddenly go much beyond ordinary romanticism, and establish a powerful bond with us.
One of last year’s most engaging video advertisements, KENZO has managed to talk about the world of beauty in a fresh manner, sans the saxophone, but with electric base, and some serious dance moves. Waiting for
SKIA 