The new N°5 film

We're not entirely sure what it is about luxury brand advertising that we love so much.

Perhaps it's the over-the-top production values, or that luxury brands tend to hire the best-of-the best to create alluring mini-films that set a distinct tone for the brand without seemingly trying too hard.

This is one of our favourite ads of all time [follow that hyperlink for pure genius] and the latest Chanel N°5 film is not too bad either.

We're not going to over analyse it with obvious observations that it was directed by Luca Guadagnino, features Margot Robbie and a scintillating Daft Punk backing track from an album that was released way back in 2001; the idea is to just marvel and enjoy it as a complete piece of brand work.

Luxury brand building is all about portraying quiet confidence and linking that seamlessly with the unmistakable character of the brand itself - and damn does this ad do that so well.

In our latest October business intelligence briefing - The Briefing (that is shared with our subscribing clients) - we focused on an emerging movement towards 'a certain kind of slowness', that in a frantically fast-paced world, offers the kind of mental solitude that we all crave. Devoid of anything modern, doesn't Chanel just nail exactly that?

BTW - this ad appears to be somewhat of a recreation of the classic 1986 Chanel ad directed by Ridley Scott and featuring Carole Bouquet. Yet another example of heritage brands turning to their old narratives to reinvigorate the brand for a modern era.