If there’s anything as memorable as Chanel No. 5, it’s a No. 5 advert. Over the decades, the brand has employed a host of famous names – both behind and in front of the camera – to promote their most celebrated creation. And as the perfume turns 100 this year, the time is right to look back on these mini-marvels of marketing magic and present a rundown of the 5 best No. 5 ads ever.
5. The One That I Want (dir. Baz Luhrmann)
The story in this mini-epic could have been more absorbing, but, as is often the way with No. 5 ads, it’s the music that makes it memorable. In this case: Lo Fang’s haunting, jaw-droppingly surprising rendition of a track from, of all things, Grease.
4. The Wolf (dir. Luc Besson)
The attempt to connect No. 5 with Little Red Riding Hood and Burton-esque whimsy may not be entirely successful, but its boldness has helped it become one of the most instantly recognisable Chanel commercials.
3. On Each Other’s Team (dir. Johan Renck)
The delicate cover version of Lorde’s Team underscores suitably celestial images that manage to be quirky, electrifying and touching, all at the same time.
2. Marilyn
After the short-lived Brad Pitt campaign, Chanel decided to play it safe and serious. Thank goodness, as this is easily one of the most poignant adverts they have ever given us.
1. I Am Chanel No. 5 (dir. Ridley Scott)
The quintessential No. 5 movie, combining a superb choice of music (does anyone of a certain age not see these images when they hear the opening strains of My Baby Just Cares For Me?) with deceptively simple visuals, full of intriguing contrasts and power dynamics.
Feel free to let me know what your favourite No. 5 ad is… even if it’s the Brad Pitt one.
Persolaise
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What about the old Share the Fantasy ad for Chanel N°5…..maybe it seems too outdated in 2021?
I enjoy that one too, but yes, I’m not sure it’s aged well. It’s the Catherine Deneuve versions that feel hopelessly outdated.
Enjoyed watching these – but I would put Marilyn (she epitomised Chanel I think) first and the one with Nicole Kidman second followed by I am Chanel. No. 19 very closely followed by No. 5 are my eternal favourites from the House – along with a few from the Les Exclusives line.
Thanks very much for writing. The Kidman version always left me a bit cold.
[…] my parents and their friends used to spray on themselves. But Poison was different. Together with Ridley Scott’s TV ad for Chanel No. 5, it helped me begin to understand that perfume could capture an idea: that it could reflect […]