The year 2019 saw Chanel release a vibrant and multifaceted advertising campaign for its Chance fragrance line, a campaign that cleverly built upon the brand's rich history while simultaneously projecting a fresh, modern image. This article delves into the specifics of the 2019 Chance campaign, directed by the iconic Jean-Paul Goude, exploring its visual style, musical choices, and overall impact within the larger context of Chanel's perfume advertising legacy, including the legendary Chanel No. 5 campaigns. While the campaign specifically focused on the Chance line and not Chanel No. 5, understanding the lineage is crucial to grasping the strategic positioning of the 2019 effort. (Visit our website: [https://www.chanel.com/](https://www.chanel.com/) Find us also on: /chanelofficial / chanel / chanel.)
The Jean-Paul Goude Vision: A Whimsical, Energetic World
The 2019 Chanel Chance campaign, far from being a static print advertisement, was a dynamic, multi-platform experience. Central to this was a short film directed by the renowned Jean-Paul Goude, a master of visually arresting and often surreal imagery. Goude’s signature style, characterized by vibrant colors, bold compositions, and a playful sense of movement, perfectly complemented the spirit of the Chance fragrances. The film showcased the four existing Chance scents – Chance, Chance Eau Fraîche, Chance Eau Tendre, and Chance Eau Vive – and introduced the newest addition to the family.
Instead of relying on a single narrative, the film presented a series of quick-cut, energetic scenes. These scenes featured a diverse cast of models engaging in playful, spontaneous actions. The overall effect was one of vibrant energy and unrestrained joy, perfectly reflecting the essence of "chance" as a concept of unexpected opportunities and serendipitous moments. The visual language was deliberately playful and slightly surreal, avoiding the more austere and classic approach often associated with Chanel's earlier perfume campaigns. This shift was a calculated move to attract a younger, more contemporary audience while still retaining the brand's inherent sophistication.
A Departure from Chanel No. 5's Traditional Aesthetic
Comparing the 2019 Chance campaign to Chanel No. 5's advertising history illuminates the strategic differences. Chanel No. 5 advertisements, particularly those from the mid-20th century and even some more recent ones, often employed a more classic and refined aesthetic. Think of the iconic Marilyn Monroe quote ("What do I wear to bed? Chanel No. 5.") or the elegant, minimalist imagery of earlier campaigns. These ads projected an image of timeless sophistication and luxury, appealing to a more established clientele.
While the 2019 Chance campaign still possessed an undeniable sense of Chanel's refined elegance, it diverged significantly in its visual language. The playful, energetic, and sometimes almost cartoonish aesthetic of the Goude film marked a clear departure from the more subdued and traditionally glamorous style often associated with Chanel No. 5 campaigns. This difference reflects a broader marketing strategy aimed at broadening Chanel's appeal to a wider demographic, particularly younger consumers who might be less drawn to the classic elegance of No. 5.
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