Chanel N˚5: An incredible campaign for 2014

The new ad for the Chanel N˚5, performed by Gisele Bündchen, suits perfectly the supermodel and gives a global impression about who is the new modern woman.

The story of Chanel N°5

In order to show what is a « modern women », Gabrielle (Coco) Chanel started by breaking the rules, and introduced trousers and tight skirts for women when everyone else was still wearing corsets and heavy skirts.

Not only did she express her willing  to change the society in the fashion industry but also in the way she lived .

While she started to be famous in the fashion industry, the perfumer Enest Beaux, in 1921, proposed a new perfume to Coco Chanel. Convinced by its flavour and its character, Coco decided to adopt it to her personality. The number five was her lucky number, and it was the fifth submission presented to her and that is how the famous Chanel N°5 was born !

Over almost a century, the communication around this perfume –which can be associated to a true jewel – has been adapted in order to be perfectly suited for the modern woman. Just a little over 10 years ago, Nicole Kidman started a new chapter by portraying a woman who decides to break free from it all and then returns to reality, renouncing her desire.

 

An impressing production

This year, the new Chanel N°5 campaign gives the image of a woman who listens to her. In the ad, the supermodel Gisele Bündchen knows exactly who she is and is free to make her own choices.

In order to play on the « glamour » and « endless » image of the perfume, the acclaimed filmmaker Baz Luhrmann (Moulin Rouge, The Great Gatsby), shot the short film. Lo-Fang’s is singing with a cover of the famous « You’re The One That I Want » which establishes the background and the main point of the Chanel N˚5 story.

From left: Karl Lagerfeld, Baz Luhrmann and Catherine Martin (who designed the costumes for the ad) at the unveiling of the short film in October.

“We are in a moment when career or responsibility cannot in itself be fulfilling enough. We are in a moment when the Chanel woman should be someone who can be with herself on a beach or have a moment to herself, can be with her child, have an aspirational career in which she does something that she finds fulfilling. But at the same time, she can have a true relationship and romance. And in the end, our Chanel woman chooses love,” says Luhrmann

The choice of Gisele was not a random choice. Indeed, she is seen as one of the most dynamic women of the 21st century, playing on several boards : mother, model, actress, businesswoman and philanthropist. She is a worthy descendant to other pretty names such as Catherine Deneuve, Carole Bouquet, Nicole Kidman or even Mar.

 “It was a big honour to be asked to do this fragrance. It’s such a beautiful history behind all the amazing women and men. They are all a part of the history of Chanel N°5,” says Gisele.

Budget must be set aside

All this strategy also has an important cost. Indeed, in 2013, Chanel did not hesitate to pay the 7 millions $ fee asked by Brad Pitt. This year, Gisele Bündchen « only » earns 4 millions $.

However, the costs of production with the short movie of 3 minuts 22 seconds, in collaboration with Luhrmann also represents an important investment: around 4 millions $ for the shooting! On top of this, Chanel acted like if they were about to distribute a blockbuster: teasing on the social networks, promotion on tv shows and events with VIPs to screen the short film! 

Article posted by Neal