Costing upward of US$33 million, the two-minute spot (plus one minute of credits) features Nicole Kidman, draped in Karl Lagerfeld haute couture. She was reportedly paid US$14 million to team up again with Moulin Rouge director Baz Luhrmann and they have come up with a dreamy love story about the most famous woman (princess) in the world being chased by paparazzi into a taxi and the arms of a writer (prince), with whom she shares a romantic weekend before returning to the spotlight.
Unlike the Nokia phone in Cellular, the product is nowhere to be seen. The only reference to the perfume is a neon "double C" sign (Chanel) outside the writer's garret and a pendant made of 687 diamonds in the shape of a No. 5 that hangs down Kidman's sculpted back at the end of the promotion.
The idea of the "subtle" sell in this case is that the ad is more like art and consumers will want their lives to imitate the movie.
Advertisers are always adapting to new media and finding novel ways of exploiting old media. Cellular and the Chanel No. 5 ad are just the latest example of this trend. Commenting on the ad, the chief of marketer Grey Global Group, Carolyn Carter, was reported as saying. ``Every target group is becoming more resistant to the traditional advertising methods, so brands have to look at different ways to move people. This is evidenced in the migration to other strategies like product placement in films, direct marketing and sponsorship."
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