Kidman i Chanel No.5- kulisy reklamy (ang.)

20.08.04, 10:43
Reportaz o najnowszej kampanii- ze zdjec wynika, ze bedzie bardzo efektowna,
w stylu "Moulin Rouge" ( ten sam rezyser).
Z dzisiejszego WWD:

"PARIS — Chanel may already boast it has the world’s best-selling scent, but
the fashion house hopes its most expensive advertising effort ever — a
minifilm starring a couture-clad Nicole Kidman — will make No.5 even more of
a blockbuster.
The two-minute spot, slated to debut in U.S. theaters Oct. 29 and on TV Nov.
11, is certainly a mega production, reuniting Kidman with “Moulin Rouge”
director Baz Luhrmann and a crew of almost 200 for a five-day shoot in Sydney
last December.
“The advertising campaign is key because it renews the image of No.5,” said
Chanel president Françoise Montenay. “It’s more than a perfume, it’s an icon.
That’s why we need iconic women — and Nicole is an icon. We’ve been dreaming
of her for many years.
“For us, she is the most iconic person you could ever find,” continued
Montenay. “She is really an actress. She can convey her emotions in half a
second. With just one move of her face, she can make you feel something.”

According to Montenay, No.5 became the best-selling fragrance worldwide
shortly after the end of the Second World War — and it has topped the charts
in many countries since. But there is room for improvement. It lags at No. 4
in the U.S. and slipped from the top slot in France, edged out by Thierry
Mugler’s Angel.
Asked how long it would take for Chanel to recoup the millions spent on
producing the commercial and buying airtime, Montenay demurred. Instead, she
characterized the Kidman project as an investment made not only in the
interest of boosting sales, but “in terms of keeping the image modern.”
The Kidman spots are also expected to have a ripple effect on other Chanel
products, most of which are on a strong growth track, she added.
Privately held Chanel does not give out financial information, but its beauty
business is estimated to pull in about $2 billion a year.
While declining to provide dollar figures, Montenay disclosed sales
performance by product category for the first half of 2004: Skin care was up
28 percent; makeup, up 10 percent, and fashion and accessories, up 38
percent. Fragrance lagged, with an uptick of only 2 percent.

Market sources estimate No.5 pulls in at least $100 million in sales a year,
and that about $10 million to $12 million a year would be spent on the Kidman
advertising campaign in the U.S. and another $5 million to $8 million
annually to place it in Europe. The Kidman ads will appear in 39 fashion,
beauty and lifestyle magazines in the U.S. in both single-page and spread
configurations, and are slated for cinema advertising in 25 U.S. markets,
including New York, Los Angeles, Boston, Chicago and San Francisco.
Montenay said prestige is a key fact of No.5’s position, something Chanel
fastidiously measures, employing market research firms in 12 countries to do
so every few years. The most recent surveys confirm Chanel’s leading
position.
“What we are very good at is to work with the imagination of women,” Montenay
asserted. “We make them dream.”
In an exclusive interview, Chanel creative director Jacques Helleu said
Luhrmann approached the No.5 commercial just as he would a major motion
picture, even employing the Sydney Symphony Orchestra and his “Romeo and
Juliet” collaborator, composer Craig Armstrong, to concoct a stirring new
version of Debussy’s “Clair de Lune.”
Helleu, who oversaw the five days of shooting, said he was struck by
Luhrmann’s perfectionism — and Kidman’s professionalism in the face of it.
One might think it’s too much to ask an Oscar winner to do 27 takes of a
scene with hardly any dialogue, but Kidman didn’t so much as flinch. “She has
such confidence in him,” Helleu related.
The commercial is designed to reignite consumers’ emotional attachment to
No.5 and express perfume’s sensual essence. Helleu said Kidman’s seductive
powers, as expressed in “Moulin Rouge,” convinced him she was the perfect
person to represent No.5.
The spots, while in the surrealistic tradition of past No.5 campaigns, has a
strong contemporary resonance, with Kidman cast as the most famous woman in
the world, relentlessly stalked by the paparazzi in a mythical metropolis.
Seeking shelter from the flashbulbs in a waiting taxi, she finds it occupied
by a ruggedly handsome young man who is completely unaware of her identity
and fame.
He whisks her to his ramshackle garret in a skyscraper topped by a double-C
logo, where love quickly blossoms and Kidman’s character relishes the freedom
to be herself. Ultimately, after a few days of romantic bliss, she is
discovered in her hideout and coaxed back to her old life and
responsibilities.
But back on the red carpet at a premiere, the star can feel her lover’s eyes
upon her from his rooftop lookout. She looks back toward him, wistful yet
stronger, while he vows to never forget “her kiss, her smile, her perfume.”
Then the camera focuses on the diamond-studded No.5 amulet draped over
Kidman’s back.
“I think it’s very beautiful, and there’s a lot of emotion in it,” Karl
Lagerfeld, who designed Kidman’s costumes, said of the spots. “For me, it’s
like a big Hollywood production, but there’s a real magic touch to it. It was
faultlessly done.”
The campaign also arrives in tandem with a line extension: a rose-hued line
of No.5 bath products dubbed the “Seduction Collection” [see sidebar].
“They are very, very sensual. It’s important for No.5 that we have this
feeling of sensuality, and we want to gain market share in toiletries,”
Montenay noted.
The Kidman spots are slated to run over a three-year period. Although TV and
cinema advertising is the focus, a print campaign featuring stills and
resembling movie posters will break in October magazines.
To be sure, Chanel has a long history of cinematic and fantasy-themed
advertising, counting Ali MacGraw, Candice Bergen, Carole Bouquet and
Catherine Deneuve among its celebrity pitchwomen and filmmakers Luc Besson
and Ridley Scott among those who have immortalized No.5 in commercials.
Recently, Olympic-level synchronized swimmer-turned-actress Estella Warren
appeared in the Chanel No.5 ads.
Helleu said continuous rejuvenation of the brand’s image is the key to its
longevity. And given the relentless pace of fragrance launches — with more
than 400 arriving on the market last year alone — stalwarts like No.5 stand
out, he added.

In the past, Chanel was known for choosing up-and-coming stars to represent
No.5. The first of that strain was Deneuve, the face of No.5 from 1968 to
1976. Helleu first saw a small photograph of her on the cover of Look
magazine tucked under someone’s arm. He was lured by the fact she had been
called “the most beautiful woman in the world.”

The daring Deneuve ads, in which she speaks of her intimate relationship with
the scent (Deneuve says she wears Chanel No.5 behind her knees) met with rave
reviews and is credited with reviving the brand, which had a fusty image in
the Sixties.

An A-list, Oscar-winning actress like Kidman clearly represents a departure
for Chanel. But unprompted, Montenay sought to distance Chanel from a slew of
other beauty firms suddenly employing big celebrities as a ploy to boost
sales. “It’s totally superficial,” she said. “There is no real link between
t
    • forevermore79 Ciag dalszy i zdjecia 20.08.04, 10:49
      "'(....)the most beautiful woman in the world.”
      The daring Deneuve ads, in which she speaks of her intimate relationship with
      the scent (Deneuve says she wears Chanel No.5 behind her knees) met with rave
      reviews and is credited with reviving the brand, which had a fusty image in the
      Sixties.
      An A-list, Oscar-winning actress like Kidman clearly represents a departure for
      Chanel. But unprompted, Montenay sought to distance Chanel from a slew of other
      beauty firms suddenly employing big celebrities as a ploy to boost sales. “It’s
      totally superficial,” she said. “There is no real link between the celebrity
      and the brand.”
      And advertising and branding experts applaud the choice of Kidman.“They’ve been
      very good at using iconic people to represent an iconic brand,” said Rita
      Clifton, chairman of Interbrand Corp. in London. “They’ve been cool and
      contemporary [women],” she said. As for Kidman, “She’s not the obvious beauty
      and Chanel has never been about obvious beauty.”

      But Clifton said the faces of No.5 and the cinematic advertising are only part
      of the successful formula, citing synergies with the “mythology” around the
      Chanel brand, its fashions, its “absolutely classic and beautiful, elegant
      packaging” and the iconic No.5 bottle itself.

      “Chanel has managed to remain always Chanel,” agreed Dimitri Katsachnias, a
      founding partner at Garden and Partners brand consultancy in Paris. “As for
      advertising, Chanel is one of the few brands that uses advertising as a
      consequence of already defined values, rather than as a source for new ones.”

      Katsachnias added Chanel No.5 campaigns have been expert at making classic
      symbols relevant in changing times.

      And, in that way, it has remained evergreen.
      “Chanel No.5 is truly a living brand with an essence,” said Jeanine Recckio,
      beauty futurologist at New York-based Mirror Mirror Imagination Group
      consultancy. “It evokes emotion and an image. It has a great story; its history
      provides wonderful credibility.”

      Recckio said in today’s saturated fragrance marketplace full of gimmicky
      creations, Chanel No.5 offers a welcome change. She said it “evokes real,
      authentic luxurious emotions.”
      “It is certainly one of the most enduring brands,” agreed Chris Cleaver, a
      director and one of the founding partners of Brandsmiths brand consultancy in
      London. He added Chanel No.5’s image renewal enables the brand to connect with
      new waves of consumers.
      Part of its appeal, as well, is its quirky aura.
      “Chanel always projects the brand in a sophisticated way — slightly not-of-this-
      world, which suits the brand that is not locked into time and space,” added
      Cleaver.

      Neil Kraft, creative director of New York-based Kraftworks ad agency, said the
      Scott ad for Chanel No.5 — involving a woman, a plane and a swimming pool —
      “inspires me to this day. It was the first fragrance commercial that impacted
      me on TV. It was real, true beauty on TV.”
      TV commercials are key in the U.S. for brands wanting their fragrances to score
      in the top 10, according to Olivier Van Doorne, worldwide creative director for
      Select Communications in New York. He added that while TV is generally
      considered a mass medium, it’s a good vehicle for Chanel No.5 since it
      is “selective” yet “with a vast reach.”
      Kraft added he gives Chanel credit “for trying to do something new each time it
      renews the campaigns.”
      For the latest ad iteration, the Chanel No.5 bottle itself does not appear
      anywhere. But there are many winks to Chanel’s heritage — some obvious, others
      not. Subtle references include a faded camellia — one of Coco Chanel’s
      signatures — etched onto a brick wall in the metropolis. And although Lagerfeld
      rarely intervenes in the beauty business, his couture creations for Kidman are
      integral to the campaign.
      Indeed, his friendship with Kidman ultimately opened the door to the
      collaboration. While photographing the actress for Interview magazine several
      years ago, Kidman expressed her affection for Chanel, saying it was the only
      fashion brand she might endorse. Lagerfeld immediately expressed her
      willingness to Montenay. After 18 months, a deal was struck. As reported, it is
      for No.5 fragrance only, and Kidman is not obliged to wear Chanel for personal
      appearances.

      Yet she was clearly in her element in Lagerfeld’s designs for the commercial.
      The designer said it was very “easy” to work with the actress, not only because
      of her “perfect” body, but his personal, direct rapport. Two spectacular
      dresses with trains anchor the commercial: a pink tulle-and-feather confection
      that opens the storyline, and a black column with a plunging back for the
      denouement.

      The first dress, a marvel of couture workmanship in its weightlessness, billows
      sumptuously as Kidman’s character, distraught amidst a tangle of yellow cabs in
      a billboard-studded urban square, tries to escape the paparazzi. “You hardly
      need a wind machine to get the train up when you run,” Lagerfeld says. “And I
      must say, when she runs in that pink dress, it’s a moment.”

      Kidman was clearly pleased with her costumes. In a film outlining the making of
      the ads, she twirls in the pink dress during a fitting, telling
      Lagerfeld: “It’s a work of art; it’s beautiful. It has to go to a museum.”

      Zdejcia:
      www.wwd.com/images/articles/082004_2.jpg
      www.wwd.com/images/articles/082004_3.jpg
      www.wwd.com/images/articles/082004_4.jpg
      Piekny projekt, tylko ten sam zapach- wiem, ze ikona, historia, ale miloscia to
      go nie darze.
      • charade Re: Ciag dalszy i zdjecia 20.08.04, 11:04
        Wow, ależ ona pięknie wygląda w tej reklamie, a nie zaliczam sie do jej
        wielbicielek.

        No właśnie, ten zapach... pozostaje dla mnie tajemnicą, jak się to może jeszcze
        podobać.
        • renia30 Re: Ciag dalszy i zdjecia 21.08.04, 09:21
          Niestety zapach dla mnie jest nie do przejścia, kilka lat temu coś mnie naszło
          i kupiłam 50 ml, po wypsikaniu kilku ml i komentarzach w stylu zapach "starszej
          pani" poszedł w odstawkę.
          Zastanawiam się na jakich podstawach Chanel opiera tezę, że Kidman zwiększy
          sprzedaż, przecież nie kupujemy kota w worku, mamy testery i nie mogę sobie
          wyobrazić młodej dziewczyny, której spodoba sie nr 5, chociaż pewnie robili
          badania rynku, focusy itp., może nie doceniam siły reklamy ... Zobaczymy.
          • sorbet Re: Ciag dalszy i zdjecia 25.08.04, 19:01
            renia30 napisała:

            > Zastanawiam się na jakich podstawach Chanel opiera tezę, że Kidman zwiększy
            > sprzedaż,

            Być może to ma być sposób na rynek w USA (wszak najważniejszy nietylko dla
            Chanel). Bo chyba tylko tam jest taki kult celebrities.
      • luloo1 Re: Ciag dalszy i zdjecia 25.08.04, 18:55
        Przyznam szczerze, że N.K. nie jest moim ideałem kobiety (z klasą), dlatego
        Chanel "czuję" tylko na Europejkach.
        • luloo1 Chyba jednak francuska Katarzyna... 25.08.04, 18:57
          pasuje do tej reklamy jak ulał.
      • luloo1 Fotki faktycznie piękne. 25.08.04, 18:59
        Nie sposób nie pomyśleć, że to foreviu wyczarował.
    • balbina_alexandra Re: Kidman i Chanel No.5- kulisy reklamy (ang.) 21.08.04, 16:27
      Ja jestem wielbicielką Nicole, lubię jej filmy, a poza tym jest naprawdę piękną
      kobietą! Prawdziwa ikona, i na fotce wygląda bosko po prostu. Myślę że świetnie
      się nadaje do reklamowania tego zapachu, klasyczna elegancja, szyk. Nie lubię
      Chanel nr 5, choć mniej niż kiedyś, chyba moja niechęć słabnie z wiekiem. Ale
      znam osoby co używają... Moja kolezanka używała w liceum tego zapachu, mając 18
      lat. I zapach ten bardzo podoba się mojej ekscentrycznej nastoletniej
      siostrze...
      • ziereal Re: Kidman i Chanel No.5- kulisy reklamy (ang.) 25.08.04, 19:45
        fkatycznie przeslicznie wyglada.
        nie jestem fanka jej urody, ale w tej reklamowce naprawde genialnie "ja
        zrobili". W poprzedniej wystepowala Estella Warren, i tez..nie poznalam jej:),
        dopiero dzieki linkowi do reklam perfu, pare watkow nizej, dowiedzialam sie, ze
        ta ladna blondynka to ona ( w"planecie malp"wygladala jakos tk duzo mniej
        szlachetnie)
        ale chanel 5 to dla mnie smierdzidelko i chyba nic tego nie zmieni:)
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