CHANEL ad comments
Description
The advertisement “Her kiss, her smile, her perfume” created for the perfume “Chanel n°5″ is very captivating and curious to analyse. Indeed, it looks like a movie where the well-known actress is Nicole Kidman.
The actress is surprised by all photographs around her. The video is now in black and white in order to contrast with the first stage. She runs and seems elusive in a pink dress with feathers like a bird. She is frightened by a flash and panics. The scandal exploses. Nicole Kidman disappears in a taxi and takes flight with a foreign and unknown man. The consumers are exciting because is surprising and quite risky. Finally, she takes refuge in his apartment. The moment of the kiss arrives; Then, it is very intensive, romantic and sensual because the man is sexy and represents virility. Fireworks display behind provoke surprise. At dawn, after this special night of love, she leaves. The man is alone on the brand board and life continues as before. Nicole Kidman appears, inocent, feminine and mysteious on the red carpet, flooded with photographs. She looks back his love and smiles. When she leaves, we can see the logo “Chanel n°5″ in diamonds, representing beauty and luxe.
Analyse
Chanel is the only perfume company to create this type of small movies. This strategy is efficient and original. Cinema with famous people represents a dream world for some of us. The Chanel’s target is women who dream to become famous or to live that sort of exciting story with a beautiful young man. Chanel understood that women need to identify with the famous woman. The ad created like a movie permits women to feel excited by the product. It is a sale strategy because they want to buy this perfume to feel love and beautiful at the same time and look like to Nicole Kidman. Having this perfume, it is like to go to the unknown and escape to the daily life.
Nicole Kidman is perfect to endorse this brand. She has been a model for Chanel since 2003. She represents beauty, feminity and sensuality. The choice of actors is evident. The ad is imaginated around the movie “Moulin rouge” where Nicole Kidman is one of the main actress. Paris, with the moulin rouge, gives a french touch to the ad. That explains the romantic kiss at the top of the building, even if we know that it is a french stereotype.
This ad is effective because everybody know the movie “Moulin rouge”. Moreover, the choice of Nicole Kidman is appropriate. Globally, the ad is known by all women because it is different from others publicities of perfume. The slogan is in all minds “Her kiss, her smile, her perfume”. The perfume is considerated as a characteritic of the woman. Adding to this, the Chanel logo is present everywhere at every moment: when there are the kiss, when the man is alone in his apartement and above all at the end. The goal is to leave a mark in the mind of the consumer.
Chanel know marketing strategies to sell its perfume with originality. That’s why this company is well-known all over the world.
