This Spike Jonze-Directed KENZO World Ad Defies Stereotypes

By: Laura McQuarrie - Sep 2, 2016
References: kenzo & youtube
Perfume commercial clichés include everything from dim romantic lighting to luxurious flowing dresses, a slow pace and everything "pretty," but this KENZO World ad directed by Spike Jonze defies the way that fragrance ads are typically presented to consumers.

The commercial for KENZO's newest fragrance is both cinematic and artful, set to a lively original tune that was composed just for this purpose. Dressed in green, Margaret Qualley pulls funny faces, shakes, twitches and makes the movements of a wild animal. At one point in the unconventional fragrance commercial, lasers shoot from her fingertips.

This KENZO World ad is one of many emerging perfume commercials that feature strong and fierce solo female stars. These ads represent a shift in theme from ones that tease sensual and romantic partnerships to ones that celebrate individuality.