This advert has been circulating since what, Tuesday? Yesterday? Either way it is unlike any (and I do mean any) other perfume advert you’ve seen in the last decade. If you’re unfamiliar with the brand’s background, Kenzo is a French luxury fashion brand, created in the 70s by Japanese designer Kenzo Takada. Now owned by LVHM and headed by designers Humberto Leon and Carol Lim, the brand sought out American director Spike Jonze to direct this advert ‘feature’. Starring Magaret Qualley, who happens to be one of Andie MacDowell’s enfants.
As for the advert feature itself, well words only can’t express how this plays out. Seeing is believing.
Didn’t see that coming did you? Did I mention that Margaret is not only an actress but a dancer too? Damn well shows too. Not only did she look stunning in that green evening gown, she rocked out in it like it was nobody’s business. The song that was featured is called ‘Mutant Brain’. I’m not even kidding. Google it. ‘Mutant Brain’ (feat. Assassin) by Sam Spiegel & Ape Drums. No lie I may have to find this and download it….don’t judge me.
Talk about high-octane! The phrase ‘mad-crazy’ comes to mind. This advert is pure badass in couture disguise.
I love this advert purely for the mere fact that it makes all those bog-standard perfume adverts look unimaginative and lazy. You almost forget it is for perfume until the ending. Oh my that ending! This advert, although on the long side, is sheer brilliance. Qualley was fabulous, Jonze clearly knows his business and has shown off how Kenzo is a brand that can be unpredictable and imaginative, yet subtle at the same time. Ever heard the term, “Expect the unexpected”? This video embodies that term and I love it. Love the choreography of the video and the stage settings too. Such energy, such verve, such crazy. I may have to watch it again. Must be the drama kid in me.
Written by: JR
Headline Image: Spike Jonze/Kenzo