A good, if not too kitschy, example of a brand’s promises manifested through film and architecture is the new commercial by director Jean-Pierre Jeunet for Chanel No. 5 featuring actress Audrey Tautou and model Travis Davenport (released today).
The story manages to allude to the universe and era of Gabrielle “Coco” Chanel through the narrative of the Orient-Express and its Art Deco aesthetics. The intimate spaces of each passenger-car, the refined old-time elegance, and the bold scenery all contribute to the myth of the brand. There is also a scene of Tautou walking through the Istanbul grand bazaar, evoking the Eurasian mystique through its architecture and streetsacpes. As for the clothes, Tautou was dressed in an atemporal manner, in tune with Chanel's casual style and liking for sailors trousers. Imagery of 5 is sprinkled throughout, and ends in the famous intertwined C’s through mosaic tiles on the central train station floor, as Billie Holiday croons "I'm a Fool to Want You".
And judging from the actual scent of it, perhaps we are fools to want you, Chanel No. 5.
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