For many years there’s been a worldwide rule when producing TV commercials for perfume– ‘don’t try to show the product, just create a magical atmosphere around it’.  As a result, we’re used to seeing incomprehensible spots where abstract and unfocused visuals are supposed to represent the perfume.

Bucking this rule is “Flora”, a new fragrance by Gucci.  It’s commercial is arguably one of the most beautiful produced in a long time…

See Flora by Gucci in HD

The Italian agency REM, and particularly the creative director Riccardo Ruini, deserve credit for hiring Chris Cunningham for the job. Recognized as one of the most creative video makers, Chris has created the perfect visual piece which enhances the product while transporting the viewer to a perfect universe.  What makes the ad exceptional is it’s balance between the visual, musical (a Donna Summer’s classic song remixed by Cunningham) and sensual appeal of Flora’s universe. The result is a majestic aesthetic representing the ideal perfume.

Ricardo Ruini, who developed the concept for the commercial with the director, explains the evolution of the spot:

Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful.

Will Flora start a new trend (sensibility) in perfume advertising or will the abstract prevail?

PS: for a greater appreciation of the spot, don’t hesitate to see the making of.