Today Chanel unveiled the full length of their new commercial film starring Oscar-nominated actress Keira Knighley entitled Coco Mademoiselle, directed by Joe Wright (Pride and Prejudice; Atonement; The Soloist.) The music of the film is James Brown's It's a Man's Man's World. Knightley portrays a fiercely independent woman whose secret of seduction lies in part in her perfume Coco Mademoiselle. Apparently, Knightley in real life encountered the fragrance before she became the face for it. A long-time aficionada of masculine scents but wanting to graduate to a woman's perfume, a friend recommended Coco Mademoiselle and the actress has worn it ever since, appreciating its masculine undertones.
This biographical detail seems to form the basis of the concept for the commercial. The brand this time is almost sending the message that the scent of Coco Mademoiselle is unisex or at the very least as much feminine as endowed with virile qualities...
It also hints at the personality of the founder of the brand Gabrielle Chanel who few would deny that she could be as much feminine as she could be tough. The short was filmed as if it were a behind-the-scenes reel, but it isn't. This is the official commercial. On the other hand, click here to take a look at some photos from the movie shoot.
"Three years after the first commercial film, Knightley reprises her role as COCO MADEMOISELLE, a modern day Coco Chanel whose mystery, daring and rebelliousness are at the heart of her charm. A national cable television flight of 30 and 60 second spots will debut March 22, 2011. A print advertisement shot by Mario Testino will debut in April 2011."
Expect to see a review of the perfume.
Via press release