That is to say, a bigger holding concept in which ideas such as the subservient woman or the damsel in distress will live. One could even go one level up and look at a subservient territory. Here I find it interesting that we’ve touched on two dominant, if not residual, codes in the world of fragrance. Our heroine excuses herself from the table and saunters out into what looks like a deserted foyer - all the action gathered and focused on the inside. A docile lady sitting at a formal table listening to the humdrum noise of establishment which in this case happens to be the icon of antagonism - an old male (we may assume straight white). The commercial starts in a very-expected way. But let’s apply some cultural insight skills to see what Kenzo, or Spike Jonze, is tapping into. If I may quote an African archeologists on the matter: “Africa is vast and the researchers are few.” So I would submit that the subject matter here is vast and the contributors few. While I might not be able to give a definitive truth, I will attempt to shed light on the matter. What’s interesting is why it’s relevant at this deeper level and what truth it’s touching upon. The package (Psy, the song, the video and where it sat in culture) resonated well with an audience that was, firstly, fed up with the ridiculous nature of consumer culture and secondly, bigger than Psy or anyone else imagined.īut what about Kenzo World? I’m not going to spend too much time in setting up tension between Gangnam Style and Kenzo World - at a superficial level, it’s obvious and, at a deeper level, there is no tension. No one understood a single word in Gangnam Style (or no-one I spoke to, at any rate) and yet the video broke the records. I don’t want to divert too much attention to a piece like Gangnam Style as I feel the point of intrigue is just about all these pieces have in common, but there is something to be said for how the two appeals to something beyond our cognitive and rational mind. But what is it about this piece of communication that leaves us this intrigued?
#Kenzo world ad series#
Much like Gangnam Style, it feels like a random series of crazy acts and depictions that somehow comes together in a film that leaves us smiling and hitting repeat. The commercial featured Margaret Qualley - a known actress in certain circles but not known to the point where you would say ‘that lady from so and so’. Young, Gifted & Killing It – Veli Ngubaneīy DK Badenhorst ( The ad for Kenzo World perfume made waves when it was launched late August 2016.
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