As so often happens with the series of tubes, when I searched for and found the Canoe commercial, I found myself clicking link after related link to other perfume ads, both new and old. And I can’t stop watching this one. I still vividly remember the English language version – though of course it is even better in the original French.
First, let’s note that this ad is nearly 30 years old – but it still feels just as fresh and charming today. And second, I don’t know about you, but anything sold in a bottle that promises to make me excitant, audacieux and envoutant? Well, as the narrator asks, “Doesn’t such a fragrance excite your curiosity… just a little bit?” Yes! Yes it does! I must purchase this product immediately regardless of price!
I suppose this is why the marketing for perfume is often so amazingly well-done. I mean, it’s just a bottle of water, alcohol and a few drops of fragrant oil in a fancy bottle (breathtakingly fancy, generally, even those that appear simple and unadorned like Chanel). There’s not even a steak to sell here, it’s all sizzle. But what sizzle!
The most recent commercial for Chanel No. 5 is also fantastic, both as a genius piece of marketing (he fell in love with her as soon as he smelled her perfume! ZOMG!) and as a lovely example of the art of film-making. This spot stars Audrey Tautou and is directed by Jean-Pierre Jeunet. Every moment is so stunningly beautiful. It is perfection… I want to live inside this commercial… Le sigh…