Chanel has just released a new commercial for Chanel no, 5, The One That I Want. Directed by Baz Luhrmann and starring Gisele Bündchen, it features a love story, a fashion shooting session and a beautiful surfing opening sequence, plus a Grease-inspired soundtrack.
I’m disappointed by this highly anticipated commercial, because the atmosphere is ordinary (Bündchen is portrayed as a supermodel/mother, which is who she actually is) and the dreamy/wow factor is totally missing. This is a Luhrmann commercial, and we know he can do way better than this.
My favourite moment? The one which features the iconic perfume and a nude pink lipstick, of course.
World Wide Aura 
Except it doesn’t really feature the iconic perfume but the Jacques Polge eau de parfum, who is now taking precedence over Chanel’s creation. It’s sad. And why is No 5 being advertised as a boring aquatic fragrance? definitely the worst of their campaigns, even worst than the brad pitt one, if that is possible.
I don’t know what’s happening in the world of mainstream perfumes. Its imagery is getting more and more ordinary and blander; it’s being deprived of that dream/wow factor that it used to have in the past. No wonder that perfume commercials are following the same route. It’s really sad that this has happened to Chanel, too, which has always had impeccable commercials and brilliant (if not excellent) concepts behind them.
It’s depressing, and I didn’t really want to go the vintage route like posers do but I have to, the current No 5 has zero longevity and zero sillage, it is so flat and thin, I will have to wear vintage from now on.
I totally agree with that. You know what’s worse? The same has happened to many other classic perfumes, too. Very sad indeed.