Chanel No 5 advert: moving with the times

A dramatic love story between a man and woman, but with an interesting gender role twist. The latest Chanel No 5 advert directed by Baz Luhrmann, with actors Gisele Bündchen and Michiel Huisman, has provoked a mixture of good, bad and confused responses, but regardless of its reviews, it has certainly managed to stir up a very topical conversation by incorporating an interesting gender role concept.

It’s refreshing to see a brand moving with the times by engaging with a very topical subject of gender equality, yet remaining consistent with Chanel’s image and values. You are constantly aware of the reversal of typical masculine and feminine roles throughout the ad. In the first instance Gisele Bündchen is seen surfing with a make up free face, whilst her partner watches on longingly from the house.

She is then seen at home with her daughter, at work (playing the role of the working mum and breadwinner) and finally meeting her partner in the theatre where she lovingly cradles his face in her hands, another example of role reversal. All the while you’re conscious that she’s the one chasing him, when typically, the man would be doing the chasing. Portrayed as a modern day woman, successfully juggling life’s realities of children, work, hobbies and relationships.

Whilst still retaining its glamour and class, Chanel’s ad conveys a powerful message by empowering women, subsequently making this perfume very desirable. It’s important to stay aware of how times are changing and ensuring your brand evolves with it.