Thanks to Mr. I-don’t-know-who who tweeted this ad this morning, I stumbled upon Chanel’s newest short-film/commercial for their perfume Coco Mademoiselle. The 3-minute piece shows Keira Knightley as some sort of daredevil model attending a photoshoot that turns into a teasing romance.
The ad is directed by Golden Globe nominee Joe Wright, better known for his work on Pride & Prejudice and Atonement. Wright succeeds in portraying the high-class look that Chanel transcends with his various shots, mostly set in golden-colored environments. The use of flares, transparency and reflections throughout also help to add this glamourous feel, accompanied by grandiose images of the city of Paris that put the cherry on the cake. The cover of James Brown’s It’s a man’s man’s man’s world by Joss Stone is also highly appropriate with its jazzy and seductive feel.
Knightley is, as usual, stunningly good-looking and incredibly sexy in her role, setting the mood for the entire ad. The chemistry between Keira and Alberto Ammann is very believable, bringing to life a fairly abstract storyline.
In a complementary making-of video for the ad, Knightley describes the perfume as having the power to make women who wear it feel strong, with a touch of subtlety at the same time, and I think this commercial really reproduces this description well. The short-film is sexy, bold, provocative and mysterious at the same time, while never being exaggerated, overly-sexualized or inappropriate.