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.