The latest advert for Chanel No.5 brings us a mini film directed by renowned filmmaker Baz Lurhman (The Great Gatsby, Australia, Moulin Rouge!, Romeo + Juliet, Strictly Ballroom, and more). It stars supermodel Gisele Bundchen who is shown as the 21st century modern woman. She is someone who has it all, balancing a successful career with motherhood, while following an active lifestyle surfing, and also juggling her lover. Gisele was a perfect fit for the film as she is currently the top grossing supermodel, worth 20 million and is known very well. In the film she lives in a modernist styled house on the beach with clean cut interiors and beautiful possessions. Every now and then you see the Chanel logo, for example the surfboard and the cushions, and you also see the number 5 in the background of the photoshoot. However you do not really see the word Chanel- you see the touch points instead e.g. interlocking c's and the black and white colour scheme.
In this film Gisele identifies the chanel woman of today and it is reflective of how Coco Chanel brought the 'modern woman' into the world with her classic suits. She introduced trousers to womens wardrobes wanting them to feel comfortable and chic, a change to the restricting corsets and heavy skirts.
The film depicts an aspirational lifestyle. It produces an idea in the consumers head which makes them think that when they buy this product they too can feel like the Chanel woman.
While most adverts run for around 20-30 seconds this advert runs for an epic 3 minutes and 15 seconds. It was shown on itv during the advert break for the xfactor, which reaches to around 8-9 million viewers. Before the full length ad was shown, teaser of the film was shown via instagram which helps the build up for the release.
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