Music video director Chris Cunningham directs this spot for Gucci. Rumor has it that Neuromancer and Cunningham are not meant to be. Sigh.
It’s been interesting to see the luxury brands branch out with their directorial choices. Here’s another spot for Chanel No.5 directed by Jean Pierre Jeunet.
via DARE
Gucci ad:
stunning visuals + creepy music abstraction + disaffected voice-over at the end = profit?
Fashion is one of the few areas left that anything goes. The luxury brands in particular have license to go out there. Luxury is about exclusivity - in their eyes, if you don’t get it, then you’re not good enough to own their products.
Right. A massive success/fail gap, too. If they nail it, then exclusivity and margins abound. If they miss it, then promp brand irrelevance—trying too hard, jumped the shark, etc.
I’m trying to think of a brand that jumped the shark by overplaying their hand.. hmmm….