Chanel goes back to Coco’s roots with Gabrielle launch and Kirsten Stewart

Chanel is launching a new fragrance – Gabrielle, quite an event in that world – with this campaign featuring Kirsten Stewart from BETC Paris. Music from Beyonce and direction from Ringan Ledwidge, so it’s the A team.

So We have the foxy Ms Stewart displaying her athletic skills.

Coco Chanel’s real name was Gabrielle Bonheur Chanel and this, supposedly, is a recreation of the perfume she wore in her youth.

Most fragrance ads are flimflam in their way and so is this, although the campaign includes a number of online ad doc telling us how they made it.

The best fragrance ad for yonks was Spike Jonze’s award winner for Kenzo World and this doesn’t challenge that.

But it’s sexy and classy all the same.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.