Chanel highlights importance of audacity with new campaign

Luxury fashion house Chanel has unveiled a new campaign to highlight the importance of audacity. Featuring its ambassador Penélope Cruz and cult actor Brad Pitt, the campaign pays tribute to the iconic film A Man and A Woman, which explores one of life's greatest emotions: falling in love.

With this global campaign, Chanel continues to build on its longstanding relationship with cinema. Virginie Viard, the creative director of Chanel and artistic director of the fashion collections, has always found inspiration in the seventh art.

The campaign photographed and directed by Inez & Vinoodh repeats almost word for word, shot by shot, some of the film's original sequences, with Cruz, a living legend of the film world and Chanel ambassador since 2018, as well as Pitt, a cult actor who embodies the somewhat daunted, blushing man.

Titled “The iconic handbag”, the video ad features the man and the woman placing the iconic Chanel bag on the table which symbolises everything that gives oneself the courage to assert one’s deepest desires.

“The bag conveys our audacity, the audacity to finally become the heroine of our own lives. On screen, this legendary bag radiates a fragrance, a trilogy of emotions: fantasy, audacity, and freedom. It's as if there were no longer any boundaries between life and fiction,” said the release.

Cruz then asked the waitress in the video ad “Sorry, do you have any rooms available?”, of which it drew inspiration from the film A Man and A Woman.

Imbued with meaning, contrast and mystery, the bag exudes a sense of freedom. It bears within it the very history of the House of CHANEL, its present, past and future, woven together like the links of its interlacing chains and leather ribbons.

The campaign also wishes to present the bag as a room unto itself, a hideaway, a place for reinventing oneself. Over the years and the CHANEL collections, countless designs have paid tribute to the iconic bag, reinforcing its status as a unique icon.

MARKETING-INTERACTIVE has reached out to Chanel for more information. 

Don't miss: Chanel banks on giant OOH building wraps to promote new collection

Back in November 2023, Chanel displayed giant ads wrapping around Chinachem Hollywood Centre and Winsome House in Central, allowing audiences to view from the vantage point of the historical Tai Kwun and showcasing the elegance and innovation of the brand.

Done in partnership with out-of-home (OOH) player POAD, the building wraps, which aimed to promote Chanel's high jewellery N°5 collection, showcased Chanel's celebration of the harmonious blend of fashion, art and innovation. It also aimed to allow Hongkongers to experience a captivating fusion of fashion and heritage architecture.

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