Tag Archives: strategy

CHANEL No. 5 Film #theonethatiwant

I went to see The Imitation Game with Benedict Cumberbatch at the Empire cinema yesterday. As a media gal, I arrived early to watch the pre-roll adverts that are put on by Pearl & Dean (cinema advertiser).

My favourite was, but of course, the Chanel No. 5 Ad with the beautiful Gisele Bündchen. I love the marketing strategy of positioning Chanel No. 5 ads as ‘films’ and thus, correctly placing them on the big screen before a movie. The films, as with the brand, are always decedent, glamorous, and classy and they offer a beginning, middle, and end to the story. All I have to say is… these 3 minutes are filled with the perfect combination of sultry, yet elegant shots to create the perfect cinematography for the brand image of Chanel.

Some quotes by Mademoiselle Chanel: 

  • “Fashion passes, style remains.” 
  • “‘Where should one use perfume?’ a young woman asked. ‘Wherever one wants to be kissed,’ I said.”
  • “Dress shabbily and they remember the dress; dress impeccably and they remember the woman.”