Short films are great tools for advertising. They are much more likely to capture the audience’s attention than a regular commercial. This newer form of media really engages customers and draws them into the advertisement. A great example of this are the Chanel No. 5 short films. The story line is the most famous woman in the world (Kidman) is being chased by the paparazzi and jumps into a cab to escape where she meets a writer. The man in the cab is so immersed in his own world that he doesn’t know who she is. They share a wonderful weekend in his apartment knowing nothing but each other before she acknowledges her responsibilities and returns to the world she ran from. It ends with the line, “Has she forgotten? I know I will not. Her kiss. Her smile. Her perfume.”
Chanel is a luxury brand, so connecting fame, fantasy, love and mystery to the No. 5 perfume is exactly the emotional attachment customers are looking for. When people buy a luxury product, they are paying for what the product represents, and Chanel No. 5 is hitting this nail squarely on the head! What woman wouldn’t want spend a passionate weekend with a sexy, brooding writer, and when they have to leave and return to their other responsibilities, he will never forget her scent. And every time he smells it he’ll think of her, and every time she puts it on she gets to relive it. Brilliant and classy, just as one would expect the brand to be. The short film has gotten over 2 million views on YouTube, so there must be something appealing about it…
