You may have seen Kenzo’s new perfume ad recent weeks. Directed by Spike Jonze, the ad defies the fragrance industry norm and the impressive Margaret Qualley taps into her wild side in an attempt to release all that she’s withholding in that fancy auditorium.
Fragrance ads usually consist of visual strategies that convince a person if he or she buys the fragrance, they’ll feel sexier, stronger, empowered, or lustful. Marketers’ goal is to include visuals that would mirror the fragrance, so that what we’re seeing looks like a translation of that scent. Kenzo’s spot titled The New Fragrance opens up a new world of fragrance advertising, tapping into a deeper form of storytelling. Choreographer, Ryan Heffington (Sia’s go-to movement expert), and the co-creator of Jackass unleash the spontaneity in this new innovative spot.
The newest Kenzo campaign, released earlier this month, is directed by IFC Portlandia’s very own Carrie Brownstein. The short film humorously portrays the manifestation of digital social media features into real life situations, much like our world today.