Jump to Main ContentJump to Primary Navigation
Top

This Kenzo/Spike Jonze perfume advert is brilliantly bonkers

kenzo ad.jpg

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.

Watch Kenzo’s perfume ad for yourself below:

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.”

Related

H&M_KENZO_Campaign_Suboi.jpg

First look: beautiful new campaign photos from the Kenzo x H&M collab

iStock_94894289_LARGE.jpg

Stylist France editor-at-large Audrey Diwan on the French kiss

perfume banner.jpg

The Pros Know: how to make your perfume last longer

perfume-solve-sexual-assault-crime.jpg

Perfume could soon be used to help solve sexual assault cases

adele.jpg

Adele debuts new music video – and she’s dancing in it

GettyImages-480133602.jpg

Japanese girl band with an average age of 84 are a hit in Tokyo

opener_rt.jpg

Why have we become too cool to dance?

Adele-Hello-1100-810x442.jpg

Watch David Attenborough narrate Adele's 'Hello' like it's The Hunt

bikini body.jpg

The fearless feminists of 2015

More

Elisabeth Moss hid secret “f**k you” to the patriarchy in Emmys outfit

We expected nothing less from The Handmaid’s Tale star

by Kayleigh Dray
19 Sep 2017

Behind the scenes at London Fashion Week

Candid backstage and party snaps from the capital of style

19 Sep 2017

Stars on the front row at London Fashion Week

The people, the parties, the on-point looks

by Anna Brech
19 Sep 2017

Join Stylist's fashion crew backstage at London Fashion Week

Immerse yourself in all the behind-the-scene action

18 Sep 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

18 Sep 2017

What the Stylist team are wearing at Fashion Week

Check in here for style inspiration

18 Sep 2017

Amazon trials one-hour Prime Now deliveries with LFW show

Nicopanda capsule collection can be shopped straight from the catwalk

by Anna Brech
18 Sep 2017

Street style highlights from London Fashion Week

From hard-edged metallics to garish cartoon prints and flamboyant throwback trends

by Anna Brech
18 Sep 2017

From pink to pistachio, our favourite gelato moments from Fashion Week

Get the ice-cream trend licked

by Anna Brech
16 Sep 2017

Stylist celebrates the launch of its AW17 Fashion Issue

15 Sep 2017