The world of advertising is a competitive jungle in which only the utterly outstanding works of art ca occupy a vacancy in our minds.
Of all announced products, perfumes and cars are bound to get the most elaborated advertisements.
Had only one of the to be proclaimed as the most remembered by costumers this year, it would be fair to say that ‘La petite robe noire’’s add is the winner.
To begin with, ‘La petite robe noire’ is advertised by Guerlain – a celebrate French ‘maison de mode’.
Unlike any other perfume add, no real people show up in our screens, but rather animated cartoons.
Of course, they are not any sort of cartoons; in fact, they are elegantly presented as Slim Smart-dressed silhouettes traversing an eye-pleasant two-coloured Paris.
Therefore, this depiction prompts the viewer to go and enjoy Paris, to really experience a journey of elegance – apart from wearing Guerlain’s essence.
Furthermore, the creators of this mini-film – about half a minute long – had striked engaging with the public by playing ‘these boots are made for walking’ by always-remembered Nancy Sinatra.
Such artistic and digital combination is rewarded by keeping the spectator wondering whether it will be a spin-off of the add.
Indeed, three more adds have been broadcasted in the same line, making the observer dreaming of Paris in Christmas, spring and summer.
All in all, perfume advertisements hold the most difficoult mission when it comes to selling, given that what the offer, a smell, cannot be sensed by the sight or the hearing.
As a result, not only do we want to buy a smell when purchasing a perfume, but we also aspire to travel to a new place, or changing our way of dressing.
If only other kind of advertisements were so powerful…
May 2017
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