This New Perfume Ad Challenges Everything You Think You Know About The Genre

It features some wild choreography.

When you think of a perfume advertisement, you might picture a beautiful woman wearing an expensive dress in a swanky locale. This new video for the fragrance Kenzo World definitely checks off those boxes, but when all is said and done, it turns out to be unlike any other perfume ad you've ever seen.

The short film, directed by Spike Jonze, stars Margaret Qualley as a bored young woman attending a stuffy gala. She excuses herself to wander the venue before inspiration strikes and she's finally able to let loose.

The ad's soundtrack is "Mutant Brain" by Sam Spiegel & Ape Drums, featuring Assassin. It's definitely not the type of music you'd expect to hear promoting a fine fragrance, just as Margaret's behavior is unbefitting a socialite.


The video features some wild choreography by Ryan Heffington, who's known for his work on Sia's music videos.

The special effects are also worth mentioning, as it turns out Margaret has quite the superpower.

Qualley, an actress and trained dancer who stars in HBO's The Leftovers, praised the way Jonze's film turns conventional perfume marketing on its head. "When we think about perfume campaigns, we think about a pretty girl with a bottle," she told The Hollywood Reporter. "This clip is exactly the opposite. It's very multi-faceted and different; it takes the spectator by surprise."

The perfume's bottle is shaped like an eye, which is a running motif for Kenzo. According to the brand's creative directors Humberto Leon and Carol Lim, "The eye is both feminine and powerful at the same time."

Such symbolism certainly fits with the refreshing take on traditional women's advertising. As GOOD points out, portraying the heroine in such a frequently unladylike manner "defies the coquettish, perfume-selling female stereotype."

Do yourself a favor and check out the full ad below:


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