For years now, ever since branded content and online video were starting to get big, we have been huge fans of branded short films. We love the intersection of advertising, film, art, and creative. And, of course, a little drama.
Several brands have been diving into this newer advertising genre. Several of the car brands have done it, and luxury brands as well. The last one we remember covering for BMA was the Prada short film set in a psychiatrist's lounge.
Now we want to acknowledge Chanel.
As the source article brings out, this isn't Chanel's first short film. Chanel did one a while ago featuring other pieces of its fashion and apparel.
What's cool about this story is that Chanel reveals more history about the brand: how Coco Chanel went to a hotel in Salzburg, Austria and got the idea of the Chanel suit coat from how the elevator attendants were dressing.
The video, which runs close to eight minutes, features Pharrell dancing with a supermodel, who is supposed to be a famous ruler of Austria. It's modern, elegant, and enjoyable to watch. The song in it was written and sung by Pharrell only for this film.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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