After teasers this week, Chanel has now premiÃ¨red its new No. 5 campaign, The One That I Want, starring supermodel GisÃ¨le BÃ¼ndchen, and written and directed by Baz Luhrmann. Academy Award winner Catherine Martin oversaw the production design.
Luhrmann directed the 2004 campaign for Chanel No. 5 with Nicole Kidman.
In the last 10 years, Luhrmann says that the focus has changed. With the Kidman campaign, he says it was about a woman breaking free, then return to reality. Today, BÃ¼ndchen plays a woman who listens to her heart, free to make her own choices.
âThe Chanel woman can be with herself on a beach, can be with her child, can have an aspirational and fulfilling work life, and at the same time she can have a true relationship; she can have romance. And in the end, the Chanel woman chooses love,’ says Luhrmann.
Earlier, the director explained why BÃ¼ndchen was the perfect casting: âShe can be on the beach one moment and incredibly athletic. She has children. She has a very, very significant relationship. And yet, she has a career where she can create aspirational, sensual, incredibly glamorous imagery, and somehow, whatâs most important to her, â¦ is love, to really be fulfilled. And I think thatâs what we try to convey in this little film.â
Chanel says the new film, which is 3 minutes 23 secondsâand cut to 30- and 60-second versions, ‘tells the story of a woman who struggles to find space for everythingâherself, family, career, and love.’
The film itself is emblematic of Luhrmann’s earlier work: glamorous, romantic, with mixed historical eras and music playing a huge role.
Chanel has also released behind-the-scenes videos, including one on the costume design and another on the locations (including Fiji, Montauk, the Queensboro Bridge, and Manhattan), as well as interviews with Luhrmann and BÃ¼ndchen.
Other Chanel No. 5 campaign directors have included Ridley Scott, Luc Besson, Kathryn Bigelow, Jean-Pierre Jeunet, and Martin Scorsese.
The accompanying music is Lo-Fangâs cover of âYouâre the One That I Wantâ, composed by John Farrar.
Interview with GisÃ¨le BÃ¼ndchen