It really goes without saying that star power builds awareness. However, utilizing celebrities as part of a brand’s advertising campaign can be a double-edged sword. The more obvious reason is that stars themselves, especially in today’s landscape, are brands in their own right. They aren’t just actors or athletes, they too are responsible for their own brands and propelling it forward. As such, it is difficult for a brand not be eclipsed by the star’s own brand… and to stand apart from the star’s own persona. But it can be done:
No brand utilizes star power as well as Chanel No 5.
Chanel No 5 has always used star power to propel its brand forward; to constantly reinvent itself and to evolve with the times. In fact, star power is at the cornerstone of Chanel No 5’s brand persona. The 2013 ads for Chanel No 5 featuring Brad Pitt were very well thought out. It was a novel approach featuring a man’s perspective on Chanel No 5. With Brad Pitt, Chanel No 5 spoke to women on a totally different level than the ads that featured Nicole Kidman and yes, even Catherine Deneuve (1979 Chanel No 5 ad). Brad Pitt spoke to Chanel No 5’s target – women on a purely fantasy level.
Now, one year later, Chanel No 5 advertising, just in time for the holiday season, features the legendary star Marilyn Monroe. What a beautifully executed, thought-provoking and emotive concept. It speaks to women on so many levels — although I would say with confidence, it equally speaks to men!
From a design and purely conceptual level, the current Marilyn Monroe is no trend, embracing the retro trend. The film footage in black and white is beautiful to look at and the audio track adds nostalgia to the sexy persona that is synonymous with Marilyn Monroe. Highly emotive, the ad playing on every woman’s sexiness. With that one simple testimonial, “I wear Chanel No 5 to bed” unlocks the inner woman in every woman. What woman can’t relate to the idea of this self-indulgent concept, celebrating her independence and self-love!
So kudos to Chanel No 5… Much to my chagrin, I must say, “step aside Brad Pitt!”… after all, Marilyn Monroe provides to women something that Brad can’t offer: a feeling that is easily attainable. All they need to do is wear Chanel No 5 to bed!