The eternal problem of marketing perfume is that you can’t advertise a scent through the television (yet). Labels get around this by selling you on the ~brand~ of your scented water, and by spending millions of dollars to do so in increasingly avant-garde ways. (Perfumes are, as ever, a major sales driver.)
The latest offering comes from Kenzo, in the form of an utterly maniacal dance routine by actress Margaret Qualley (The Leftovers), choreographed by the bloke behind Sia and Maddie Ziegler‘s 10/10 ‘Chandelier‘ collaboration, Ryan Heffington, and is utter batshit perfection.
The whole thing is directed by Spike Jonze, to an original banger by Sam Spiegel (Jonze’s brother) and Ape Drums called ‘Mutant Brain‘.
All the stops? Kenzo pulled ’em.
BTW, the ad campaign is also the official music video for ‘Mutant Brain’, which makes absolute perfect sense. Waste not, want not.