This 30-second advertisement for Giorgio Armani's 'Si' fragrance features the beautiful actress Cate Blanchett. The ad speaks to the carefree female and encourages all women to partake in life's simple pleasures.
The ad follows Cate as she indulges in blissful activities. She is seen caught in the rain with a huge smile on her face, driving a convertible car and shopping for a pair of scandalous stilettos. In each scene the actress is embracing the imperfections and enjoying the moments of self-satisfying experiences that she shares with only herself.
The ultimate goal for this ad to allow the audience the feel a connection between simplicity of happiness and the Si fragrance. The ad "encourages viewers to associate the bottle with life, freedom, lightheartedness, love, togetherness and themselves."
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