Chance, by Chanel

I was passing through Boston Store a few days ago, and I saw this ad.

Look at this ad. Notice anything unusual?

Well, for one, she’s not naked. She’s not seducing a man, and she isn’t wrapped around the perfume bottle in some kind of weird hug.

Most perfume ads, Chanel ads, even ads for this same perfume have a common theme: they make me groan. They send a clear message, in which the woman is some kind of weird sexual force that is alluring and pleasurable.

And I look at this ad and take a deep breath of satisfaction.

There is no man. Period. It’s not about a man. It’s not about sex. She’s not sexually objectified in anyway. This is about skill, daring. She’s dressed with personality. There’s a starry sky and an air of adventure.

Good job, Chanel. Until all your other ads stop depicting mostly naked people, I won’t be terribly impressed. But I wanted to buy this perfume regardless of how it smells just to say thank you. For being the first perfume ad I’ve ever seen that did it right.

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One thought on “Chance, by Chanel

  1. Style Domination says:

    Excellent post. I agree. Actually, I find most perfume ads groan-worthy…especially those celebrity perfumes. Do I want to buy a perfumed hocked by a half-naked Britney Spears…that promises that I will smell like a glitter-coated, caramel-vanilla-cotton candy nightmare? No.

    Like

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