Wednesday, May 6, 2009

Advertising as Aspiration

Advertising is aspiration, and never is it more so when given responsibility for a majestic brand.

You can experience this in the newly released video for Chanel N° 5. Viewership is spreading rapidly now on the Web. The video stars Audrey Tautou in a wonderfully crafted story of romance and the Orient Express. You'll find one-minute and four-minute versions.

But, in the video below the director of the commercial speaks of his work. Jean-Pierre Juenet captures the majesty of the moments a perfume can bring. He also captures what advertising can be, and why we seek to do it at such a level.

Jeunet speaks of the joy involved in a meticulous creative process.
Among his remarks, Juenet says, "I put the bottle in the story, since it was a sleeper train. We could get reflections from the bottle. My wife puts her perfume on a small cabinet and the bottles refract light creating lovely reflections. At the end there is a mosaic of the two Cs in the Chanel logo."

Jeunet also speaks of the discovery process and complications of filming in Istanbul and on the banks of the Bosphorus Strait. He reflects as the video ends, "It brought me four months of happiness... There were so many magical moments."

Copyright © 2009 by John Eighmey. All Rights Reserved.

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