Most Expensive Ad-Campaign Ever Made : Chanel No. 5
If you were wondering what the world’s most expensive ad-campaign is, you are in the right place.
Ever heard about the perfume Chanel No. 5 ?
Of course you did !
Chanel No. 5 is the first perfume created by French couturier Gabrielle “Coco” Chanel. No. 5 was introduced in 1921 and named after Gabrielle’s lucky number. The chemical formula for its fragrance was compounded by the perfumer, Ernest Beaux.
“Coco” Chanel died in 1971 and in 1974 Alain Wertheimer took over the business. In our days, the company – Chanel S.A. – is run by Alain and Gerard Wertheime.
Now, let us spend no more time and see what’s the story behind the world’s most expensive ad-campaign ever made.
Chanel No. 5 : The Film
The primary purpose of Chanel S.A. is to keep the Chanel brand and No 5 at the top of the perfume industry. So, in 2004 director Baz Luhrmann was asked to direct a new advertisement for Chanel.
Baz Luhrmann named the new project for No. 5. : “The Film”.
No. 5 The Film is a 180 seconds short film ( the original version came around 360 seconds but it was later edited for television broadcast and cinema advertisement purpose ) and starring Nicole Kidman and Rodrigo Santoro.
The Film had a budget of $42 million, financed exclusively by Chanel.
The production of the film took place in Fox Studios in Sydney Australia in December 2003 and it is part of a new breed of advertising crossover films known as branded content.
The branded content technique blurs what is entertainment and what is the actual advertisement.
The Film was shown on TV and in movies theatres between 2004 and 2006.
Baz Luhrmann combined the post-modernism with his Moulin Rouge style along with other elements from other parts of his work.
Also, the campaign presents the idea of feminism brought into light by Nicole Kidman who plays the role of an young actress.
Nicole Kidman was paid $12 million for her role in the advertisement.
The story begins with a young actress, Nicole Kidman, who is haunted by the paparazzi. She decides to run, in her pink dress, from this life and gets into a cab with the one man who doesn’t know who she is. The story continues to the stranger’s loft were the actress lies about who she is and together, start a secret love affair.
But, as life always gets back to normal, the young actress is convinced by her manager to return. Kidman knows here that she has responsibilities and that the love affair wouldn’t last in the real world but says ‘No one can steal our dream, no one’.
Next we can see a “Times Square” style location and the young actress attending an important event and walking on the red carpet. This time, the camera flashes are no longer black & white, but in colour.
The paparazzi takes pictures of her as she walks up the stairs and then she turns around and sees her lover in the distance. Next to him are the big letters COCO CHANEL…
The naration of Santoro culminates the film as he recalls this love affair “Her Kiss, her smile, her perfume”
What do you think about this ad ?
Did you like the story ?
Or did you like the way the styles were combined ?
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