Thursday, 18 October 2012

A Retrospective of Chanel TV Advertising

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Greetings to all and my posse of followers! So, having narrowly avoided dying of exhaustion, leading to a potential possible mental breakdown (Is playing with a plasma ball for ten minutes, continuously saying nothing but 'Mwahaha' in a variety of different ways then listening to 'I am the Walrus' three times in a row, while dancing Gangnam Style worrying? At all?) which I think I am now drawing away from, I return to my blog. Tomorrow, it is my Birthday, and I shall turn seventeen - cue a chorus of 'Happy Birthday' by Altered Images - and at the end of next week, I shall be off on a much-needed holiday in the South of France which may delay my being sent to the nearest Asylum by a few weeks. At the same time, I have now accepted that nothing has come of the audition which I previously mentioned, and I am moving on. :) Life doesn't end just because little things go wrong (Or don't happen, as is the case here)
So... here is my retrospective of Chanel TV advertising. These are mainly adverts for No.5, but I have a Coco Mademoiselle advertisement too and a few for men's perfumes, Chance and No.19. On the subject of the vow in my last post to write more regularly, this was sort of going to be posted on Saturday, but I was just too tired to do more than find the videos. Anyway, I hope you like the videos I've found. I know that the quality is not great in all of them, but I honestly spent ages trying to find the best quality.

A timeless classic that still is a number one seller over eighty years after its launch in 1921.
Created by Earnest Beaux, No.5 was the first perfume ever created using so much Aldehydes, which gives the fragrance its sparkle. Legend has is that Beaux presented Chanel with ten fragrances to choose from. (Or so the story goes...) Chanel chose perfume number five, hence the name.
Top Notes
Ylang-Ylang, Neroli, Aldehydes

Middle Notes

Jasmine, Mayrose 

Base Notes

Sandalwood, Vetiver
1) Not an ad, but the Baudruchage... I just thought it was quite a cute, short little video.
2) During the 1960s the ads had diminished the allure of Chanel No. 5, identifying it with a scent for sweet, proper co-eds whose style bibles were teen-age fashion magazines. In the 1970s the brand name needed re-vitalization. For the first time in its long history it ran the risk of being labelled as mass market and passé. The fragrance was removed from drug stores and similar outlets. Outside advertising agencies were dropped. The remaking was re-imagined by Jacques Helleu, the artistic director for "Parfums Chanel." Helleu chose French actress Catherine Deneuve for the new face of Chanel. The print ads showcased the iconic sculpture of the bottle. Here is a Catherine Deneuve advertisement from 1978. Do enjoy! 
3) Another Catherine Deneuve, but this one earlier, from 1973. It is known as "Whispered," by Helmut Newton.

4) From 1986 - the earliest advert with Carole Bouquet which I can confirm (or at least think I can confirm the date, but humour me if it is not the case) This one, directed by Ridley Scott, is known as 'Monuments' and with the sound of Nina Simone's "My Baby Just Cares for Me," it is a stunning piece of advertising. Carole Bouquet looks too beautiful for words.
5) Advertising film from 1990 and inspired by Rita Hayworth in 'Gilda', I think this is truly beautiful and I am glad that, even in the english advertising, I do not believe they changed the French words uttered by Carole Bouquet. I can hardly imagine it working in any other language... though Gilda was in English.
6) Another advertising film from 1990, known as "La star," by Ridley Scott, with Carole Bouquet and Music: "Sea of Love" - This is a lovely advert, very chic. I like the marine influence and the lighting but, above all, I must say that I love that hat with the red lipstick. Classy and Elegant. 
7) In the 1950s the glamour of Chanel No. 5 was reignited by Marilyn Monroe, with her unsolicited endorsement of the fragrance providing invaluable, free publicity. After all, we all know that in a 1954 interview, when asked what she wore to bed, the film star famously responded: "Five drops of Chanel No. 5." This advert from the 90s with the inimitable Carole Bouquet pays homage to that in a charming way rather than the slightly creepy 'J'adore Dior' advert with Marilyn Monroe, Marlene Dietrich and Grace Kelly.
8) This has a very artistic quality... all the ones from this era do, but this one has, I feel, something particularly poetic and beautifully crafted. "I am made of Blue Sky and Golden Light." I am afraid I know next to nothing of this advertisement. Only that it's from around 1979-early 80s, and I am incertain of who the model is. I really cannot tell from the angle and can only suggest that it may be Carole Bouquet, but I am not sure it looks like her and I would also say that it's too early to be her. What is interesting about this commercial, if you are looking at it properly, is the shoes to the right side of the woman.  Well, if you notice at the beginning while she is laying poolside, she has two shoes next to her...then when the plane's shadow passes over there is only one shoe (she must have knocked it in the pool). The man goes in to retrieve it for her and that is what he is carrying when he gets out of the pool. When he "disappears" the shoe "reappears" next to the other one. See? The devil is in the detail.


 9) Advertisement from about 1982, directed by Ridley Scott, "I Don't Want to Set the World On Fire" by the Ink Spots and, I believe, covered by Bobby Scott. Perfect, even with a shadow of airplane gliding up the Transamerica building in San Francisco - slightly eerie since 2001.  
10) Synchronised Swimmer, Model and Actress, Estella Warren, in this ad from... 1998? Though somebody told me it was 2002. How should I know? I was three and seven respectively in those years. But... it is a Luc Besson.
11) Advertising film from 1998, known as "Le loup," another one by Luc Besson, with Estella Warren and Music by Danny Elfman from Edward Scissorhands.... and wouldn't we all like to know where the WALL of Chanel No.5 is kept?
Le Film - Chanel No.5
Advertising film from 2004. I have great respect for Nicole Kidman as an actress, and for Baz Luhrmann as a director, and for the beautiful 'Claire de Lune' by Claude Debussy and Rodrigo Santoro isn't exactly uneasy on the eye but, as much as I think this is stunningly shot and I like the fact it has a storyline, it left me a little... indifferent? It's very Moulin Rouge (a film I really enjoy) and everything, modernised, but the highlight for me was the Debussy. I don't think there is a particular reason for this; just personal preference.

 This is more my scene, advertising wise. Audrey Tautou being stalked by a handsome man while onboard something very reminiscent of the Orient Express, heading towards Istanbul.What could be better? One can also, of course, recognise the beautiful work of Jean Pierre Jeunet in directing this and I think this more subtle and charming advert is a perfect example of a modern one.
So... now we've seen those, what are we thinking about the new Chanel No.5 adverts with Brad Pitt?
Me? I am not wholly appreciative. I think I understand what Chanel was trying to go for, but personally I find it lamentable - cheesy and rather pretentious, not like the classy adverts which the TV audience have been treated to in the past. Yes, they wanted to refresh their image but I do not think this has worked. The only good which can come of this are the spoof videos which are certain to follow. Anyway, do take a moment to watch Brad Pitt's nonsensical ramblings.

Top Notes
Orange, Bergamot, Grapefruit
Middle Notes
Litchi, Rose, Italian Jasmine
Base Notes
Indonesian Patchouli, Haitian Vetiver, Bourbon Vanilla, White Musk
Perfume launched in 2001, first with Kate Moss, before being replaced as definite spokeswoman with the lovley Keira Knightley in 2006, with the advert below (right) launched in 2007, directed by BAFTA Award winning director Joe Wright.

Named after Chanel's birthday (19th August). A sophisticated scent which was created especially for Coco Chanel to use and to give to friends and favourite clients, Chanel No.19 is much less famous than No.5, but that does not mean that it has not been advertised in the past, even if it does not seem to be lately. I find these ads, mainly from the eighties, very charming. Of course, in every advertisement, there is subliminal messaging of what the product could bring you other than, in this case, a great perfume. This is the reason why it is most often Sunny in ads and why beautiful, young people in stylish clothes are used - they may even be on Holiday, and they most certainly drive a very nice car.
In this ad, the not-so-subliminal key message seems to be: "This perfume is great for kissing a man when he leasts expects it." Cue, images of a man looking surprised as a beautiful, confident, well-dressed young lady wearing Chanel No.19 leaps onto him. Ah yes. So THAT's what they are selling.... Sexual Confidence. :)
Top Notes
Galbanum, Bergamot, Neroli, Hyacinth
Middle Notes
Rose, Orris, Jasmine, Narcissus, Muguet, Ylang-Ylang 

Base Notes

Musk, Sandal, Oakmoss, Leather, Cedarwood
Anyway, it is a lovely perfume and I hope you like these ads I've dug up. Once again, sorry about the Quality of a couple of them.
1) An advert from Christmas 1989 with the Tagline. "Witty, confident, devastatingly Feminine" - Chanel No.19 - and doesn't the model look lovely? Nothing sneering and aggressive or particularly supermodel about her pretty but sensible flat shoes, oversized white blouse and blue jeans. In fact, I would say that the way she is dressed is the epitomy of off-duty chic. This is my favourite of the Chanel No.19 advertisements.
2) An advert from 1982. This time, we are at the races and everyone's money is on Horse No.19, whom we watch speed through the starting gates and win the race while a beautiful, elegant woman sits watching and a man speaks of the perfume. Chanel No. 19... exciting, audacious, bewitching and, of course, prodigious. A Fragance sure to excite your curiosity. If you do not believe me, then you will have to buy it and see for yourself.
3) An advert from 1990. The sound on this is quite low, so you might want to turn it up. Once again, the tagline is "Witty, confident, devastatingly Feminine" and this time we are visiting a filmset under the direction of a lovely dressed (I have to keep emphasising this point) female director. 
4) A Mediterranean feel to this one. Imagine the heat of the Summer. This is one I really cannot say much about. The model is familiar but I would not like to hazard a guess without being certain and I have no idea of the year. I can, however, say that the advertising music was composed by Pierre-Jean Gidon. Or  Georges Bodossian. I accidentally do not know which of the two it is.
5) I do not know the date on this one. If anyone has any idea, feel free to say so, but I can state that it features the model Patti Hansen (a.k.a. Mrs Keith Richards) This time the Tagline (following the same pattern of saying the name of the fragrance as the 1982 one, suggesting it is an ad from the early 1980s) is Chanel No.19 - Intriguing, Different and Devastatingly Sensual. That said, I would be glad if somebody who speaks better Spanish than my own would confirm this.
6) Another ad promoting Chanel No.19 as the perfect fragrance for catching men unawares with.a grab and a kiss, even while he is behind the wheel of a car. I am not sure but, even though he has stopped driving, I still think that it might be frowned upon as a health and safety hazard... he might accidentally step on the pedal of the car. Well, it is the 'Outspoken' Chanel.




In a recent revamp of No. 19, Chanel has drastically reduced the products available. In the UK the original splash bottles and refillable sprays of Eau de Toilette and Eau de Parfum have been discontinued, as have the two sizes of refillable Parfum spray. The Parfum is now only available in 7.5ml and 15ml size bottles (the Parfum has been discontinued in the USA altogether). The range of bath and body products, which was previously identical to the range available in No. 5, has now been reduced to Body Lotion and Bath and Shower Gel.
Top Notes
Angelica, Mimosa, Frangipani, Mandarin

Middle Notes
Cascarilla, Orange Flower, Bulgarian Rose, Jasmine 

Base Notes
Labdanum, Ambrette Seed, Opopanax, Benzoin, Tonka, Vanilla
A Fragrance launched in 1984, this advert with Vanessa Paradis in "La cage aux oiseaux" dates from 1992. This is one of my all time favourite perfume advertisements, known as l'esprit de Chanel. Classy, elegant and, I feel, very well thought out... every detail is perfect, from Coco Chanel herself (well, someone pretending to be her) standing at the window to the cat looking at the songbird that is Vanessa Paradis, as though just waiting for her to come in reach of his sharp claws. What more could you want from a perfume ad?
 Chance Fragrance Notes: Patchouli, Musk, Vetiver, Orris, Vanilla and Jasmine.
Perfume launched in 2002.
The Fun thing to do here? Well, you might notice that, after the first older advertisement, there are three ads with the same basis. It's great fun to set them off in a round since they all take the same amount of time and have the same music. Note: It doesn't take a lot to amuse me.
"The decidedly young scent for those who dare to dream."
Men's Perfumes 


Thank you for reading. Do Follow and please comment.

PS: Mention which your favourite of these is and also your favourite out of the Audrey Tautou one and Nicole Kidman one - I'd like to see if I am in a minority. :)



dimitri said...

Un post très intéressant. J'ai découvert certaines publicités que je ne connaissais pas. Je crois que pour moi Carole Bouquet restera la plus belle ambassadrice de Chanel.
Je suis un peu déçu du spot avec Brad Pitt.
J'adore sentir le Chanel No5. Un excellent parfum.

charlene chiong said...

hi! thanks for visiting my blog :)) want to follow each others blog? :))

Iza said...

Such an interesting post, dear. Chanel is classic and so much elegant. I love it. My favourite tv advertising is the one starring Catherine Deneuve.

Piia Õ. said...

I don't like the scent of no.5 at all, but it still is such a classic perfume! Also, thank you so much for the lovely comment on my blog :)
Bowtie Diary

Diana Dazzling said...

Hi! Nice post! =)
I love the Communication of Chanel,
what do you think about Brad Pitt on their last ad?

Andrea Volter said...

I have Chanel Chance Fraiche. I like it. But I dont like No.5 :-/

Alessia Morello said...

Cool post!!! I love it!

Do u want to follow each others? Kiss

THE HF BLOG said...

thanks so much for your comment on my blog, really loved this post, so well structured <3
you have here a new follower, if you like mine please do the same :)

ice pandora said...

I love all the Chanel
commercials, the one
from Nicole Kidman is
so beautifully made!
I think it has a nice
story to it c:



awesome ♥♥♥♥

ThefashionFlite said...

hats off for a great compilation !
Thanks so much for ur comment on my blog ! If u want we can follow each other on gfc n bloglovin. Let me know.

Purses in the Kitchen said...

love video with Keira !
i follow u on gfc :)
do u wanna follow each other?
Isabel Marant new post!

Chezka Cenon Li said...

Chanel is timeless, but I guess all brands go through a rough time at some point =) At least it's doing pretty well now, chic and modern but still timeless to many, and Chanel no.5 still exists! That means they're doing something right..

Thank you for the comment on my blog sweetie, I really appreciate it! See you again soon,
- Che

KT Villanueva said...

love your blog .
following you through gfc .

Elisabeth said...

Great post dear !!
I really love it (:

xx from