Thursday, March 20, 2008

watch'n'sniff

Although design houses have had their own perfumes for ages, it seems like every one of them is suddenly making a slick commercial to go with it. From the Baz Luhrmann creation which seemed to start the trend to the recent Coco Mademoiselle promotion starring Keira Knightley, Chanel particularly set the bar high.

That' why this Max Mara Le Parfum advertisement is a bit of a surprise. It does a reasonable job highlighting the house's runway collections, trading cinematography for a series of still photos and runway video. It lacks the dynamic energy that comes with an actual narrative, but dos it matter? Is this a refreshing change, or does it fail to meet the mark?


1 comment:

Jennifer said...

ok i kind of hated that. love the song, but i almost felt like i could have thrown that together in iMovie. boo, Max Mara. so the chanel ads - that year i was in paris, i noticed a lot more perfume ads on TV than in the states. the nicole kidman thing was big news here, but over there, it was passe. haha.