The ad world has seen racy, funny, intriguing and thought-provoking commercials over the years. But what about an eccentric, purely bizarre and refreshing ad for a perfume brand? That is exactly what Spike Jonze did for Kenzo’s new fragrance, Kenzo World—a commercial that has challenged norms in the world of luxury scent ads.
The three-minute ad starts out with a regular cliché of a young woman attending a black-tie event, looking bored out of her mind. She steps out of the room into an empty hall and stares right into the camera and... And then the magic begins: the dance-driven ad sees Margaret Qualley shoot lasers from her fingers, lick statues, and do flips and other crazy dancing chops.
The eccentric nature of the video is derived from its director’s forte. Spike Jonze, the Hollywood director who started his career as a music video director for the Beastie Boys, Fatboy Slim and Weezer, continued onto movies such as Being John Malkovich, Adaptation and the Oscar-nominated Her. Meanwhile, the floor-thumper soundtrack, Mutant Brain by Ape Drums, was composed by Jonze’s brother, Sam Spiegel. The surreal dance moves are choreographed by Ryan Heffington, the man responsible for Sia’s “Chandelier” video.
This quirky and empowering commercial will appeal to many bold, unorthodox women out there. Watch the out-of-this-world commercials below: