Perfume advertising can be so – er – mysterious. The ultimate ridiculous perfume ad seems to have been created last year by Dior Sauvage with Johnny Depp. But Chanel is not an innocent bystander.
This year, though, Chanel has done something entirely different. It’s fun. Intelligible. Relatable. It’s arty, but that’s just the film’s design. The story is about a dance audition and getting picked, which filmmaker, Jean-Paul Goude, explains in the behind-the-scenes video is very much about chance. Four women (representing the four Chance fragrances) are eventually chosen.
The film’s choreography is by Ryan Heffington, who also choreographed Sia’s Chandelier. The film is set to the hip-hop song, Perfect, which has only just been released, by Brazilian electronic duo Tropkillaz, feat. Bia & MC Pikachu. It was produced by Sam Spiegel.