Chanel has once again embraced the art of cinematic storytelling with its new N°5 ad, “See You at 5,” directed by the acclaimed Luca Guadagnino. Known for his visually sumptuous films, Guadagnino brings a poetic, sun-soaked aesthetic to the luxury fragrance’s latest campaign, starring Margot Robbie (seen in Chanel ad 2019 and Calvin Klein ad 2016) and Jacob Elordi. The ad is a mini-film filled with longing, missed connections, and the bittersweet beauty of the journey itself.
Set against California’s sprawling, sun-drenched landscapes, the story follows two lovers navigating the highways and byways, seemingly always just out of reach from each other. It’s a classic Guadagnino approach—romantic yet melancholic—where the unspoken emotions are just as important as the action (or lack thereof). With Daft Punk’s “Veridis Quo” as the hauntingly atmospheric soundtrack, the mood is deeply reflective, making the viewer question: is the destination as important as the journey?
The subtlety of the storytelling leaves much up to interpretation. Are Robbie and Elordi playing actual lovers? Or are they representations of desire and expectation, always on parallel paths but never quite intersecting? The film leaves that deliciously ambiguous. Guadagnino’s framing of Robbie—breezing along coastal roads, lost in thought—perfectly encapsulates the ad’s central theme: sometimes, the anticipation is more alluring than the actual rendezvous.
Pros
- Cinematic Excellence: Luca Guadagnino’s masterful direction elevates the ad into a short film. The California landscapes are breathtaking, and the imagery is drenched in his signature emotional depth.
- Star Power: Margot Robbie brings a captivating, quiet intensity, while Jacob Elordi adds a brooding presence. Their chemistry, even when apart, is palpable.
- Soundtrack Selection: Daft Punk’s “Veridis Quo” adds a moody, otherworldly feel to the ad, perfectly complementing the dreamlike narrative.
- Brand Alignment: The ad embodies Chanel N°5’s legacy—timeless, elegant, and always aspirational. Its ambiguity and beauty reflect the essence of luxury.
- Open-Ended Storytelling: By focusing on the journey rather than the resolution, the ad engages the viewer on a deeper emotional level, making the experience of Chanel N°5 feel personal and universal at the same time.
Cons
- Pacing Issues: While the slow, meditative pace works for some, others might find it dragging or overly abstract. It’s more like an art film than a traditional ad, which could alienate viewers expecting a straightforward commercial.
- Narrative Ambiguity: The lack of a clear story resolution might leave some viewers confused or dissatisfied. Not everyone will appreciate the abstract message, especially if unfamiliar with Guadagnino’s style.
- Limited Focus on the Product: The film’s artistry somewhat overshadows the fragrance itself. While Chanel N°5 is clearly present, it plays more of a supporting role to the visuals and emotions, which might not be as effective for a traditional audience seeking to learn more about the product.
Cultural & Societal Impact
The film’s theme of missed connections resonates with modern audiences, particularly in a post-pandemic world where many have felt distanced and disconnected. The road as a metaphor for relationships—where the journey often matters more than the destination—feels particularly poignant. Margot Robbie and Jacob Elordi, two of Hollywood’s most sought-after stars, bring a millennial sensibility to the iconic N°5 brand, modernizing its image without losing the timeless allure it’s known for.
Chanel also continues to position itself as a brand that doesn’t just sell a product but offers a lifestyle steeped in elegance, romance, and aspiration. By leaning into the more philosophical themes of anticipation and desire, this ad plays into the idea that Chanel N°5 is more than a fragrance—it’s an experience, a state of mind.
Final Thoughts
“See You at 5” is a beautiful, atmospheric journey that captures the essence of Chanel N°5 through the eyes of Luca Guadagnino, Margot Robbie (Barbie – The Movie), and Jacob Elordi. It’s not your typical fragrance ad, but that’s precisely its strength. This is storytelling for those who appreciate the artistry behind luxury, where the experience is as important as the product. It may not land with every viewer, but this ad will linger long after the final frame for those who love cinematic elegance and emotional depth.
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