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…
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.
I’ve stumbled upon this only recently and even though it’s been around for a while (a while at the internet scale being 1 year), I still wanted to share it with you. Play the video below; pan around sideways, upwards, downwards, zoom in, zoom out while the action keeps rolling.
Imagine if this technology becomes reality one day; I’m scared already by Watchmen #4, scrutinizing Dr Manhattan’s impressive attributes from every single angle possible.
Steve and Lisa met while on holiday in Spain, and quickly fell head over heels for each other. But that Christmas, at his office party, Steve got wasted and unavoidably repeatedly cheated on Lisa with Cheri, a co-worker…
Déjà vu?
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Having CheatNeutral’s services available could actually encourage you to cheat more? Well, this hilarious mix of satirical viral and homemade PR campaign sparks from High Street to the Houses of Parliament a highly criticized and controversial debate about the inadequacies of carbon offsetting…
I believe so. Let them go out of beta, but the site is already very promising, matching movies you love with similar ones. The difference is that the heart of the database is human-made.
Our unique database is so intuitive and conversational; it’s a lot like interacting with a great clerk in a top quality-video store.
That’s no coincidence—our database is made up of literally hundreds of thousands of individual recommendations from dozens of former video store clerks. Our former clerks, who understand why customers like movies, have analyzed all the characteristics of movies to create a database that is much richer and deeper than the collaborative filtering engines. Our system was designed to allow customers to interact with our database and to take control of their movie selection experience.
The one thing I really like about the site is that when they suggest matches, they compare the recommended movies with the one you gave them. In this example, I asked them to feed me with movies/tv series that shares some DNA with Little Miss Sunshine:
- the Clerks’ pick: Flirting with Disaster. Clerks’ comment: “equally screwball dysfunctional-family road trip about adult adoptee seeking his birth parents. Edgier humor.”
- Other matches: Best in Show (drier humor); Napoleon Dynamite (slower pace); Thumbsucker (more drama), Waiting for Guffman (quirkier ensemble); Arrested Development (drier humor)…
Pretty good. Now if you could only let me add movies/shows to a Wish List connected to my Netflix queue or my ?TV’s Wish List. Or even better, make a partnership with Hulu to stream them with limited commercial breaks? That would be pretty high on my list to Santa!
Long time awaited, here is the newly released Sony Bravia commercial filmed in India. After the Balls, Paint splashes and Multicolors rabbits, we have dominos stones falling. Nothing impressive, but I like the packshot though.
He [Hulu's CEO] has won [the TV networks] support by explaining the obvious: In a world of limitless choice, 10-year-olds are no longer going to race home to catch a TV show.
The media companies no longer have a choice: If they don’t put their shows online, someone else will.
If you leave in the US, you alreadyknowHulu, Fox and NBC Universal’s answer to YouTube, where you can stream hundreds of recent and less recent TV episodes and movies. Wired has a piece about its creation, from when everyone in the Silicon Valley believed it would fail to its 8 million monthly users last month!
The video that Diesel produced for its worldwide Dirty 30 Anniversary party tours the blog world today. And is fun. As Greg points out, it might not be super in line with their global marketing strategy, but that’s the great thing about viral marketing, it’s an ice-breaker that makes your consumers and prospects talk about your brand. Think Ray Ban, Levi’s and Cadbury’s.
Seriously one of the smartest online ad I’ve seen in a while. The most amazing is that all the elements on the page are still functional even after they’ve been stacked at the bottom!
Media producer Scott Blaszak tried to imagine what the future of marketing could be, and this video, published on Slate, is the result. Are we really heading in this direction?
The TrendWatch is the collective postings of some of the FullSIX Group’s designers, strategists, and consultants on new media and marketing trends. It is meant to be an impromptu think-tank, and is a way for us to share theories and beliefs about how we think communication and connectivity is evolving.
We work for The FullSIX Group; a leading full service marketing agency with digital DNA. From our 15 international offices with over 600 employees, we constantly embrace and encourage innovation to make integrated marketing and communication campaigns that are more accountable and efficient for our clients.
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