He’s the man who brought us Fatboy Slim’s Weapon Of Choice and films like Being John Malkovich, so when it was announced that Spike Jonze would be directing the new Kenzo World perfume ad, hopes were high that it would be spectacular.
Starring Nice Guys actress Margaret Qualley, the video begins innocuously enough as the 21-year-old sits looking bored at a corporate dinner. Tiring of the forced laughter she gets up and walks into corridor, her emerald green gown training on the floor behind her, and breaks into 3 whole minutes of expressive dance including aerial flips, lasers and licking of statues.
Whilst it’s surprising to see Jonze collaborating with a luxury fashion brand, it is less so when you consider the fact that Kenzo designers, Carol Lim and Humberto Leon, are considered to be among the coolest and quirkiest around. Their upcoming collaboration with H&M caused a stir when the preview campaign – starring artists and activists over models – revealed some of the wackiest designs to ever hit the high street, and the pair have been credited with giving the brand a ‘youthful exuberance’ since founder, Kenzo Takada, departed in 1999.
Featuring the track "Mutant Brain" by Sam Spiegel and Ape Drums, the advert has been choreographed by Ryan Heffington (the man behind Sia’s “Chandelier” video) and with most perfume ad’s typically featuring sanguine beauties sashaying and swooning over handsome men, the sight of Qualley instigating a choreographed punch-up with an unsuspecting male is refreshing to say the least.
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Images: Instagram @Kenzo
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