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building elusion

April 1, 2014

coco mad comp

From Benjamin

“Where is She Now?” is the name, and the theme, of the new commercial for Chanel’s “Coco Mademoiselle” fragrance.Directed by Joe Wright, set to the evocatively titled Zombies song, She’s Not There, and starring Keira Knightley as a glamorous, white tulle-sheathed woman who teasingly disappears from a party of black-clad revellers just when her would be suitor, (Russian actor Danila Kozlovsky) nearly catches up with her, the ad seems to suggest that the joy of seduction is less about finding true love (or sex) and more about escaping them.
Either descending an impossibly precipitous staircase into an enormous, ambiguously shaped, room; hiding behind the veil of a textured glass screen; magically dissolving into thin air in a sprinkle of sparkles; or zipping under a bridge in a vintage speedboat, all without losing eye contact with her paramour, the temptress might be a fabulous & desirable phantom – the personification of a tantalizing and elusive scent. On the other hand, she might just be a cipher.  The imagery is beautiful, and the packaging, alluring. But at a cost of $7,681.60 for a 900 ml bottle, one hopes to be sure it’s not… empty.



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