The 2017 Chanel N°5 campaign, "See You at 5," directed by Luca Guadagnino and starring Margot Robbie, marked a significant departure from previous iterations while still retaining the iconic perfume's timeless allure. This campaign, unlike some predecessors, didn't feature a newly composed song as its central musical element. Instead, it leveraged the power of a pre-existing track to underscore its narrative of sophisticated femininity and enigmatic allure. This article delves deep into the campaign, exploring its visual storytelling, the music choice, and its place within the broader history of Chanel N°5 advertising, contrasting it with previous campaigns and considering its impact.
See You at 5: la campagna di Chanel N°5 con Margot Robbie
The "See You at 5" campaign presented a bold and modern interpretation of the Chanel N°5 woman. Margot Robbie, known for her versatile and captivating performances, perfectly embodied the multifaceted nature of the fragrance. The commercial eschews the traditional linear narrative of previous ads. Instead, it presents a series of vignettes showcasing Robbie in various situations – from a glamorous party to intimate moments of quiet reflection. These scenes are intercut with shots of the perfume bottle, reinforcing its central role as a symbol of timeless elegance and self-assured femininity. The overall effect is less about explicitly selling the perfume and more about evoking a feeling, a mood, an aspiration. The viewer is invited to inhabit the world of Chanel N°5, to feel the confidence and allure that the fragrance represents.
The choice of Guadagnino as director was crucial. His signature style, known for its evocative visuals and emotional depth, perfectly complemented the campaign's aim to create a sensory experience. The cinematography is exquisite, capturing both the vibrant energy of social gatherings and the quieter, more introspective moments of Robbie’s character. This visual richness is further enhanced by the strategic use of lighting and color, contributing to the overall luxurious and sophisticated feel of the campaign.
Canzone Pubblicità Profumo Chanel N°5: titolo del brano
Unlike previous campaigns featuring original compositions (such as the memorable Audrey Tautou ads featuring a bespoke track), the 2017 Chanel N°5 campaign utilizes a pre-existing song: "Team" by Lorde. This choice immediately sets the tone for a different kind of campaign. Lorde’s music is known for its melancholic yet empowering undertones, its blend of vulnerability and strength. This aligns perfectly with the multifaceted portrayal of femininity presented in the "See You at 5" campaign. Robbie's character isn't simply a glamorous icon; she is complex, possessing both vulnerability and strength, reflecting the nuanced appeal of the fragrance itself.
Team – Canzone Pubblicità Chanel N°5 – Testo e Traduzione
Lorde’s "Team" isn't explicitly about perfume, but its lyrics resonate with the themes explored in the campaign. The song's lyrics, focusing on loyalty, camaraderie, and the bittersweet complexities of youth and friendship, provide a subtextual layer to the visuals. While not directly mentioning Chanel N°5, the song's evocative nature subtly enhances the overall mood and message. The lyrics about belonging, about finding your tribe, subtly suggest the sense of community and shared experience that the perfume might represent for its users. The translation of the lyrics would further illuminate this connection, demonstrating how the seemingly simple yet powerful words of the song enhance the visual narrative. (A full translation and analysis of the lyrics in relation to the campaign would be beneficial here, comparing the song's themes of loyalty, belonging, and youthful rebellion with the imagery of the commercial).
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