I won’t insist that this is the best ad ever, since ‘only’ and ‘feel’ have already proved my emotional bias for it. And when it comes to deciding if an ad is the greatest in terms of, namely, aesthetics, story line, beautiful picture or whatsoever, there are no standards. Ads that make you feel aren’t supposed to be praised the best by the crowd.
Yesterday, the French fashion line Kenzo released a TVC, or said by the brand, a ‘short film’ introducing its new fragrance. The film was directed by Spike Jonez famous for his science fiction romantic movie ‘Her’, just so you can save the trouble of questioning who the hell could direct such bizarre and oddly non-commercial commercial. The film starred Marget Qualley sitting half-asleep at a kind of academic award ceremony listening to a speech. She fakes enthusiasm as to go with the flow but finally can’t resist the urge to leave the room. Standing alone in the empty hall, Marget looks sort of broken-hearted. Then, she stares directly at the camera with a trace of relieved happiness in her eyes. This is when we usually anticipate that her boyfriend about whom she can’t stop thinking shows up to save her from the boring night. But stereotype ad is not Kenzo’s thing. Marget starts making distorted unattractive facial expressions as she purportedly controls her crooked dancing to the music ticking louder. Finally, probably on purpose, she loses to it and unleashes the crazy self.
Ryan Heffington’s signature unfathomably wild choreography plays the key to maximize 100% self-disclosure by the Kenzo lady. More violent and non-feminine when compared to his previous works ‘Chandelier’ and ‘Elastic Heart’, this Ryan’s dance by Kenzo lady slaps in the face of a large number of typical fragrance ads featuring sexy mysterious women successfully luring some man into her feminine independence, yet showing little to none of individual uniqueness. And we must not forget the soundtrack ‘The Mutant Brain’ by Sam Spiegel which I must admit gives me feeling of mighty immortality.
It will be hard for common audiences to understand since the ad itself is a blast of high-voltage craziness and unrepentant self-expression. I’m not trying to be condescending but with inflated self-esteem (as part of my swings of mood) often coming to befriend me, I can easily feel how impressive it is to be your best self.
Is it only me or anyone else find this ad fascinating too?