In Brief

The acclaimed director produced a tongue-in-cheek advert that shrugs off industry tropes

Visually representing the smell of a perfume is a tough job—which has led to age-old clichés in advertising. In a new perfume ad, Director Spike Jonze pokes fun of that. The video clip for clothing brand Kenzo begins with a beautiful woman, Leftovers actress Margaret Qualley, dressed gracefully and moving softly across the scene before she bursts into an odd rave. Like most fashion adverts, Kenzo’s is meticulously produced.

The grand setting does nothing to distract from the brutalist choreography, powerfully executed from the start by dancer and now muse of many viewers. Aside from attacking a man, the video also shows her shooting laser beams.

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