The fragrance industry has always been known for its inventive advertising that targets the would-be romantic in all of us. Chanel's latest foray into the ad world includes a 2-minute film clip that it recently launched on its internet channel.
Rather than designing a TV ad, Chanel created something that utilizes the power of film to attract and engage an audience. It draws upon the power of old world cinema, and brings us into a story that involves travel, romance and intrigue.
It's so refreshing that Chanel took the time to do it right. The visuals are mesmerizing and you feel as if you're in the middle of an international spy novel. Other brands such as BMW have used the power of cinema to tell a story. Years ago, the film ads created by Guy Ritchie drew huge buzz in the advertising world. They probably sold a lot of product too.
The use of film as an ad tool on the web makes us feel as if we're a player in the brand story. We're drawn into the plot, and can't help but remember (and talk about) our experience. The combination of sound and stunning visuals just add to the fantasy...and can only add to the product's appeal.
The website also features links to a behind the scenes look, as well as the background to the Chanel No. 5 story.
Do you find the use of ad films effective? If so, why? If not, why not?
Another excellent example of narrative in advertising, thanks for sharing, Karen, you rock!
Posted by: Brad Strong | August 12, 2009 at 07:33 AM
Thanks again Brad. Film is a really cool way to get the message across and is a technique underutilized by many advertisers.
Hope you continue to post more of your feedback!
Posted by: Karen Hegmann | August 12, 2009 at 09:33 AM