Perfume ads are usually 'paint by numbers' affairs, focusing on a ‘perfect’ woman in an elegant scenario.
However, when Kenzo teamed up with director Spike Jonze, they decided to do something completely different.
It starts in a similar thread to the norm; we focus on a beautiful woman at an exclusive society event – but it’s not long before Margaret Qualley (best-known for starring in The Nice Guys with Russell Crowe and Ryan Gosling) grows tired of the fake laughter and shallow conversations.
She ventures outside for a moment, seemingly to take in some fresh air and collect her thoughts. Then, all of a sudden, the sound of Sam Spiegel and Ape Drums’ My Mutant Brain blares out, and she breaks into an electrifying dance routine – complete with flips, lasers, and more.
In a world which sees us forced to conform to society’s rules on a day-to-day basis, it’s unsurprising that the bonkers video has captured imaginations all over the world.
Qualley’s dance routine was choreographed by Ryan Heffington, who worked with Sia and Maddie Ziegler on the music video for Chandelier.
And Jonze, who also directed Where The Wild Things Are, Her, and Being John Malkovich, definitely has form when it comes to unexpected dance films.
He made music video history when, in 2001, he filmed Christopher Walken cutting a rug for Fatboy Slim’s Weapon of Choice video.
Judging by the reactions on YouTube, it seems safe to say that Kenzo’s new ad has been just as well received as Weapon of Choice was - so much so that it could be set to join it in the dance video hall of fame.
“Awesome visuals,” said one YouTube user.
Another added: “Brilliant – now I want the perfume, because I want the crazy.”
“I loved this,” said another simply.
Explaining why they chose to break with convention, Kenzo’s Carol Lim and Humberto Leon said: “When we think about perfume campaigns, we think about a pretty girl with a bottle.
“This clip is exactly the opposite. It’s very multi-faceted and different; it takes the spectator by surprise.”