Have you ever noticed the number of actors and actresses who advertise aftershave and perfume? If you haven’t take a look at your TV as we approach Christmas and you may be surprised. The thing I didn’t realise until recently is how many of them are directed by big A list directors. This isn’t a new thing, David Lynch made an advert for Opium by Yves Saint Laurent in the early 90’s, he has since gone on to direct one for Gucci and a bag commercial for Dior starring Marion Cotillard.
Dior’s Midnight Poison Commercial starring Eva Green was made by In the Mood for Love director Kar Wai Wong. Sofia Coppola has made two adverts for Dior, the most recent feats “brand ambassador” Natalie Portman. With the help of CGI Charlize Theron’s second Dior, Jadore advert also feature Marilyn Monroe, Grace Kelly and Marlene Dietrich it is directed by French director Jean-Jacques Annaud. The inclusion of Marilyn Monroe is an interesting and potentially risky one as the actress is generally associated with Chanel.
On the subject of Chanel, they have really embraced the idea of using movie directors: The Bleu de Chanel advert featuring French actor Gaspard Ulliel (Hannibal Rising) was directed by Martin Scorsese. The Chanel #5 advert from a few years ago featuring the song Sea of love (the one that ends with an aerial shot of a swimming poor that looks like a perfume bottle) was directed by Ridley Scott. Do you remember Estella Warren as the Little Red Riding Hood? (also a Chanel No. 5 commercial) That one was directed by Luc Besson. Its no surprise that the Paris set Chanel No. 5 commercial had echoes of Moulin Rouge! Not only does it star Nicole Kidman but it was directed by Baz Luhrmann. The current Chanel No. 5 advert stars Audrey Tautou and is set on the Orient Express, it reunites the actress with the Amelie/A Very Long Engagement director Jean-Pierre Jeunet. Keira Knightley has made two Chanel, Coco Mademoiselle adverts the most recent one was directed by Pride & Prejudice and Atonement director Joe Wright.
The commercial that has been getting a lot of airtime recently is the Gucci Guilty advert featuring Evan Rachel Wood and Chris Evans and directed by comic book writer turned film maker Frank Miller. With an over stylised look and heavy use of green screen it is very reminiscent of Sin City.
A recurring trend in fragrance commercials is directors reuniting with actors they have made films with. Maybe one day Tom Tykwer will make a perfume commercial with Ben Whishaw and Rachel Hurd-Wood or Karoline Herfurth, that’s one I would like to see!
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