This Spike Jonze-Directed KENZO World Ad Defies Stereotypes
Laura McQuarrie — September 2, 2016 — Marketing
Perfume commercial clichés include everything from dim romantic lighting to luxurious flowing dresses, a slow pace and everything "pretty," but this KENZO World ad directed by Spike Jonze defies the way that fragrance ads are typically presented to consumers.
The commercial for KENZO's newest fragrance is both cinematic and artful, set to a lively original tune that was composed just for this purpose. Dressed in green, Margaret Qualley pulls funny faces, shakes, twitches and makes the movements of a wild animal. At one point in the unconventional fragrance commercial, lasers shoot from her fingertips.
This KENZO World ad is one of many emerging perfume commercials that feature strong and fierce solo female stars. These ads represent a shift in theme from ones that tease sensual and romantic partnerships to ones that celebrate individuality.
The commercial for KENZO's newest fragrance is both cinematic and artful, set to a lively original tune that was composed just for this purpose. Dressed in green, Margaret Qualley pulls funny faces, shakes, twitches and makes the movements of a wild animal. At one point in the unconventional fragrance commercial, lasers shoot from her fingertips.
This KENZO World ad is one of many emerging perfume commercials that feature strong and fierce solo female stars. These ads represent a shift in theme from ones that tease sensual and romantic partnerships to ones that celebrate individuality.
Trend Themes
1. Solo Female Empowerment - The trend of perfume commercials featuring strong and fierce solo female stars presents an opportunity for brands to tap into the empowerment movement.
2. Artful Cinematic Expression - The trend of using cinematic and artful techniques in fragrance commercials opens up possibilities for brands to create visually striking and memorable ads that captivate consumers.
3. Breaking Traditional Stereotypes - The trend of defying traditional perfume commercial clichés offers brands a chance to stand out by challenging stereotypes and creating a unique brand identity.
Industry Implications
1. Fragrance - The fragrance industry can leverage the trend of solo female empowerment to create inclusive and empowering marketing campaigns that resonate with consumers.
2. Film and Entertainment - The film and entertainment industry can benefit from the trend of artful cinematic expression in fragrance commercials by collaborating with brands to create visually stunning and innovative ads.
3. Advertising and Marketing - The advertising and marketing industry can seize the trend of breaking traditional stereotypes in perfume commercials to help brands differentiate themselves and redefine industry norms.
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