When advertising becomes art: cinematic commercials
December, 16; 2024. By Arscodex
Actress Chalize Theron in the Martini TV commercial directed by Luc Besson
And we say that "deliberately and without complexes they incite the viewer to buy something" because as is well known every video is in reality an advertisement that is inviting us, more or less subtly, to buy something, be it physical or spiritual merchandise, or both. But let us leave aside this consideration that escapes the analysis of this text.
The best advertisements, which reach as we say the status of "cinematic advertising", come from France and advertise luxury product brands, and, to a lesser extent, from Italy (although this is not totally categorical, as we will see below).
Thus, we can begin our journey through the Martini advertisement starring Charlize Theron and directed by Luc Besson; sublime, elegant and attractive in equal parts.
We continue along this same path through this publication's favorite film advertisement (note our taste for the East or accentuated Orientalism): "The Legend of Shalimar," which advertises the Guerlain brand perfume, starring the stunning Russian model Natalia Vodianova in its female role, and with music by Hans Zimmer.
We also mention the -extensive- collaboration between the aforementioned actress Charlize Theron and the Dior brand, in its perfume variant.
We also want to mention the advertisement for the Dolce & Gabbana perfume "Light Blue," which is almost, in addition to being cinematic, pornographic (ha, ha; forgive me, the owners of the brand), since it shows two very handsome models, a man and a woman, in idyllic scenes in some cove in Capri.
We also mention the recent Chanel campaign that uses the image of the world-famous actors Penelope Cruz and Brad Pitt.
We also really like the short film called "The Odyssey of Cartier" that advertises the luxury products of this same brand.
We would also like to mention the series of animated advertisements, off-menu, and moving away as we have said from the Italian-French luxury, of the energy drink brand Red Bull.
In short, these examples show a good batch of high-quality advertisements, so much so that they are now called "cinematic advertising", coming as we say mostly from France, and to a lesser extent, from Italy (and there will be some other things there too).
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