WATCH THIS: SPIKE JONZE’S BONKERS KENZO AD
Do you have a spare three minutes? Well, you might want to make the time to see this. It’s a perfume advert from Japanese brand Kenzo, but it’s seriously unlike any you’ve seen before – about as polar opposite to the breathy, randy escapism that we’re so often expected to put up with – a delirious Natalie Portman, high on Chanel, getting jiggy in that helicopter; a leggy Charlize Theron ascending a Dior silk rope wrapped erotically around those leggy legs. Seriously, I have such an adversion to these horrifically corny commercials that they make my skin itch.
Well, yippie do da Kenzo has changed the perfume campaign game with this new ad. Directed by the brilliant Spike Jonze and choreographed by Ryan Heffington who worked on Sia’s Chandelier, it’s a bonkers breath of fresh air (with, er, aromatic low notes of sandlewood and jasmine). I won’t spoil it for you but the basic story is that a young socialite (Margaret Qualley, The Leftovers) escapes the stale atmosphere of a gala and ends up the hallways of the empty building. Cue music to the tune of Mutant Brain by Jonze’s brother Sam Spiegel and Ape Drums and the kind of berserk dancing I last saw performed by Mr Muddy in the early hours of his birthday party.
Really it’s more art-house short than commercial, but here, watch it and as ever let me know what you think. Will it make you try the perfume next time you’re walking by the Kenzo counter? I think I shall – the millions poured into this advert deserve at least an exploratively sniff!