The One perfume advertisement for Dolce & Gabbana directed by Martin Scorsese looks more like a romantic film than a commercial.
The campaign features the stunning Scarlett Johansson alongside Matthew McConaughey and the entire commercial is shot in black and white. The ad begins with McConaughey picking Johansson up from a hotel and bringing her to a remote spot. The two make small talk in a vintage convertible and it's evident that the pair are in love and want to be together. Only at the end of mini film does the fragrance actually appear on the screen, and it's the only item in the entire advertisement in color.
With the holidays approaching, Dolce & Gabbana wants people to buy The One for their special someone as it invokes a romantic and intimate feel.
Old Hollywood Fragrance Campaigns
The One Perfume Ad for Dolce & Gabbana Looks Like a Mini Film
Trend Themes
1. Mini Film Advertisements - Combining storytelling and advertising in a cinematic way presents an opportunity for brands to engage with audiences on a deeper level.
2. Retro Aesthetics - Vintage elements such as black and white film, classic cars, and old Hollywood glitz can add a nostalgic touch to modern campaigns and resonate with consumers looking for a sense of the past.
3. Emotional Selling - Creating an emotional connection to a product, such as invoking romance and intimacy, can be a powerful way to entice consumers and differentiate a brand.
Industry Implications
1. Fragrance - The use of storytelling and emotions in fragrance advertising can help create a unique brand image and increase consumer loyalty.
2. Fashion - Incorporating cinematic techniques and retro aesthetics can add a distinct and memorable element to fashion campaigns and help set a brand apart from competitors.
3. Entertainment - Creating mini films rather than traditional advertisements can draw in audiences who are interested in storytelling and offer a new avenue for entertainment brands to promote their content.