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October 15, 2014

Out now: Chanel releases new No. 5 campaign with Gis√®le B√ľndchen, directed by Baz Luhrmann

Lucire staff/4.59

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After teasers this week, Chanel has now premi√®red its new No. 5 campaign, The One That I Want, starring supermodel Gis√®le B√ľndchen, 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, B√ľndchen plays a woman who listens to her heart, free to make her own choices.
   ‚ÄėThe 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 B√ľndchen was the perfect casting: ‚ÄėShe 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, what‚Äôs most important to her, ‚Ķ is love, to really be fulfilled. And I think that‚Äôs what we try to convey in this little film.‚Äô
   Chanel says the new film, which is 3 minutes 23 seconds‚ÄĒand cut to 30- and 60-second versions, ‘tells the story of a woman who struggles to find space for everything‚ÄĒherself, 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 B√ľndchen.
   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-Fang‚Äôs cover of ‚ÄėYou‚Äôre the One That I Want‚Äô, composed by John Farrar.

The making-of

Baz Luhrmann

Locations

Costume design

Song

The fragrance

Interview with Gis√®le B√ľndchen




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October 14, 2014

Baz Luhrmann explains Gis√®le B√ľndchen’s Chanel No. 5 casting as more images released

Lucire staff/9.58

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Hugh Stewart

Chanel has teased with more imagery for its upcoming No. 5 campaign with Gis√®le B√ľndchen, written and directed by The Great Gatsby (2013) director Baz Luhrmann, with production design by Academy Award winner Catherine Martin.
   The new images show the supermodel in two more outfits in addition to her surfing one shown yesterday.
   In one, again shot by Hugh Stewart, B√ľndchen is wearing a silver lam√© fringed organza dress from the Chanel haute couture spring‚Äďsummer 2014 collection, with mauve suede sneakers, Plume de Chanel earrings in 18 ct white gold and diamonds, and a Plume de Chanel ring in 18 ct white gold and diamonds. Make-up uses a similar palette, with le Blanc de Chanel, Perfection Lumi√®re Velvet and Les Beiges foundation; Cr√®me de Chanel in R√©v√©lation for the blush; les 4 Ombres eyeshadow in Tiss√© Rivoli; Ecriture de Chanel eyeliner in black; Stylo Yeux Waterproof pencil in Noir Intense and the Kh√īl pencil in Clair; Rouge Allure lipstick in Ind√©cise; le Crayon L√®vres in Mordor√© Nude to define the lips; le Vernis for the nails, in Ballerina.
   B√ľndchen’s second outfit sees her wear a black double silk‚Äďcr√™pe dress with silver embroidery from the cruise 2014‚Äď15 collection, with black satin sandals from the spring‚Äďsummer 2014 collection. She wears a Chanel necklace in 18 ct white gold and diamonds, and earrings in 18 ct white gold and diamonds.
   B√ľndchen’s choice, according to Luhrmann in the latest behind-the-scenes video, can be summed up with her multi-faceted nature. ‘She 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, what’s most important to her, ‚Ķ is love, to really be fulfilled. And I think that’s what we try to convey in this little film.’
   He says that she has ‘a new world sensibility. I think that’s both fresh but very true to Coco Chanel. Coco brought the new era to the old world. She was the one who smashed the convention. She was the one who just hung out and was friends with the avant-garde. She was 100 per cent behind the new, 100 per cent behind possibility, and 100 per cent, in her DNA, a self-empowered woman. Gis√®le felt honoured, I felt, to be identified as the No. 5 woman. She has continued to evolve as a woman.’
   B√ľndchen follows in the footsteps of Marilyn Monroe, Catherine Deneuve, Carole Bouquet, Nicole Kidman, Audrey Tautou, and even Brad Pitt. Luhrmann, meanwhile joins Ridley Scott, Luc Besson, and Jean-Pierre Jeunet as Chanel No. 5 directors.
   Patrick Demarchelier shot the final stills of the campaign.
   Says Chanel, ‘In this new chapter, the story of No. 5 is told in a way that goes beyond the fragrance itself. Ten years ago, No. 5 was the fragrance of a woman who decided to break free from it all and then return to reality, renouncing her desire. Today, through Luhrmann‚Äôs eyes, we see the No. 5 woman deciding to listen to her heart. She is a woman who knows exactly who she is, and is free to make her own choices and listen to her desires. The film tells the story of the modern woman who struggles to make time for everything‚ÄĒherself, family, career, and love.’
   The accompanying music is Lo-Fang‚Äôs cover of ‘You‚Äôre the One That I Want’. The film itself, to be released on October 15, has no words or dialogue.


Patrick Demarchelier











Hugh Stewart

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October 13, 2014

OfÔ¨Ācial pics: getting Gis√®le B√ľndchen’s Chanel No. 5 look as her next campaign is teased

Lucire staff/23.16

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See even more pics here, and why Baz Luhrmann thinks Gis√®le B√ľndchen is the modern embodiment of what Gabrielle Chanel stood for



Hugh Stewart

Chanel has teased its new campaign, dubbed ‘The One That I Want’, featuring Gis√®le B√ľndchen.
   The company has released two images and a 15-second video for the next push of its iconic Chanel No. 5 fragrance. Director Baz Luhrmann helmed the spot, which shows B√ľndchen surfing, and leaning up against a large number 5.
   B√ľndchen herself had released a shot of her holding a Chanel logo surfboard on her Instagram on October 7, and a second image from the campaign on October 11.
   Hugh Stewart shot the latest images of B√ľndchen, who, naturally, wears Chanel make-up, including le Blanc de Chanel and Perfection Lumi√®re Velvet foundation in beige, Cr√®me de Chanel blush in R√©v√©lation, les 4 Ombres eyeshadow in Tiss√© Mademoiselle, Le Volume mascara in black, and Rouge Coco lipstick in Mademoiselle. She wears a pink and black neoprene bikini top and a long-sleeved black and pink neoprene wetsuit especially made by Karl Lagerfeld for Chanel. The wetsuit sports the iconic 5 on the back.
   The supermodel follows on from other celebrities including Catherine Deneuve, Nicole Kidman, Audrey Tautou, Keira Knightley and perhaps most unusually, Brad Pitt.
   The campaign breaks on October 15, two years to the day after Pitt’s campaign broke. The hashtag #TheOneThatIWant will be used in social media.



Via Instagram

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August 28, 2014

Sponsored video: how to make it with a cowboy, with Sauza

Lucire staff/23.48

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A Lucire special promotion

Plenty of brands tap in to the spirit of the US cowboy, most notably the Marlboro Man. The imagery is enviable: the romantic notion of freedom, the wide open spaces, and a carefree nature that is a welcome break from the stresses of urban life.
   You don‚Äôt necessarily expect a Mexican tequila brand like Sauza to tap into the same spirit, since its heritage is found in the dons of M√©xico. Don Cenobio Sauza made tequila‚ÄĒhe was the first to give it the name‚ÄĒat la Perservancia in 1873. However, the US connection does date from the 19th century when Don Cenobio exported the drink north of the border. For three generations, the dons were still making Sauza.
   While Sauza did not originate in the United States, the brand certainly has a long connection with the country. Now owned by Suntory of Japan, which has usually preserved the national origins of each brand, Sauza has expanded from its tequila roots to a new line of sparkling margaritas.
   Its latest spot is introduced by an American cowboy, targeting women who want the feeling of the great outdoors in a drink. He pledges to bring the Sauza sparkling margaritas‚ÄĒa drink whose fizz conveys the calming, refreshing sense of a countryside river.
   It‚Äôs a subtle sell with a rugged, Caucasian American male‚ÄĒand being a southern gentleman with a ten-gallon hat is a step up from another soda brand whose delivery man takes off his shirt in front of an office block.
   The website, meanwhile, has the cowboy making margaritas, but with a twist, as well as crafts, all involving Sauza‚Äôs latest addition. You will need to sign in to YouTube to watch them, but they take you right to the heart of the campaign for that perfect, sophisticated ladies‚Äô night.


Post sponsored by Sauza

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Filed under: living, TV
August 6, 2014

Advertorial and editorial: at Lucire, you can always tell the difference

Jack Yan/4.40

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John Oliver is absolutely right in a recent piece on Last Week Tonight: websites have to pay the bills, and it can get very tricky when the pay isn‚Äôt great. We‚Äôve seen other titles run advertorials and mark them very, very subtly, something which we don’t do ourselves. We make it obvious.
   Throughout our history, advertorial has been marked ‚ÄėA Lucire special promotion,‚Äô in print and online. There have been rare exceptions in print, but the last time that happened was five years ago. In fact, in some cases on this website, we‚Äôll even make it very clear in the headline (‚ÄėSponsored video‚Äô), in the first line (‚ÄėA Lucire special promotion‚Äô) and in the footer (‚ÄėPost sponsored by ‚Ķ‚Äô). So there is no doubt when a story is being paid for. Instead of burying when advertorial is running, we’ve progressively made it more obvious over the years.
   Interestingly, our advertorial for L‚ÄôOr√©al Paris last week was popular with readers, and our Chocolate Heaven story was viewed a lot on social media, even more than some recent regular articles, so we know some readers enjoy the odd piece. In some cases, we don‚Äôt even share our advertorials on social media unless the client specifically asks us to.
   We believe that our readers are smart‚ÄĒhowever, we don‚Äôt believe we gain loyalty by fooling you. If you don’t want to read an advertorial, you have the option not to click on it when you see it linked‚ÄĒbecause it’s clear when it is paid for.
   We aim to be careful with readers with these ads‚ÄĒyou‚Äôll never be confused when there‚Äôs advertorial, and in 17 years it‚Äôs always been very clear online, to the point where it is now our policy on- and offline.‚ÄĒJack Yan, Publisher

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Filed under: Lucire, publishing, TV
July 4, 2014

Clémence Poésy launches Chloé Love Story at Paris rooftop party

Lucire staff/11.56

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Top Clare Waight Keller, Mélanie Laurent and Clémence Poésy. Above Clémence Poésy.

Coty Prestige has launched its latest fragrance, Chlo√© Love Story, at a rooftop cocktail party on Wednesday at the l’Institut du Monde Arabe, Paris, with actress Cl√©mence Po√©sy the centre of attention as the fragrance’s muse.
   Po√©sy was joined by guests including Rachida Brakni, Maria Jos√©e Croze, G√©raldine Pailhas, M√©lanie Thierry, Karin Viard, Anne Marivin, Hafsia Herzi, Jos√©phine Japy, Jeanne Damas, Jennifer Neyt, and Catherine Baba.
   Jean Mortier, president of Coty Prestige, and Geoffroy de la Bourdonnaye, CEO of Chlo√©, hosted the function, alongside Chlo√© creative director Clare Waight Keller, and M√©lanie Laurent, who directed the TV spot revealed last night.
   The spot features the song ‘Mi Amor’, performed by Vanessa Paradis.
   Christine and the Queens provided live music at the venue, which was decorated with a metallic structure, inspired by the fragrance’s packaging in the shape of a lock-shaped fla√ßon. DJ Nouvelle Vague followed.
   The lock motif has been inspired by the Pont des Arts in Paris, which is decorated with padlocks.
   The event tapped into old-fashioned motifs of Paris, with Citro√ęn 2CVs and a boat on the Seine serving as guest transport.
   The fragrance was developed by Anne Flipo, who had previously worked on Giorgio Armani Acqua di Gioia, Alexander McQueen MyQueen, Donna Karan Woman, and L‚ÄôHomme Yves Saint Laurent. It is her first scent for Coty.
   Chlo√© Love Story features orange blossom, neroli and jasmine stephanotis. It follows the signature Chlo√© fragrance, which is also fronted by Po√©sy in its marketing.
   The eau de parfum will retail from September.












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June 13, 2014

Mini re-creates Goodbye Pork Pie chase scene to launch fourth-generation model

Lucire staff/4.53

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When BMW launched its Mini at the turn of the century, it resisted doing the obvious thing in its marketing: reenacting The Italian Job. Over the years, various retro Mini marketing ideas have, nevertheless, surfaced, such as ‘Minis have feelings, too,’ re-created one Christmas, and for the New Zealand market, BMW is digging in to the Kiwi cultural archives for the fourth-generation version of the car: Goodbye Pork Pie.
   The Geoff Murphy-helmed film, released in 1981, is legendary in New Zealand, and Mini fans around the world know it, too. The chase‚Äďroad trip film sees a yellow Mini 1000 head from north to south, and BMW has decided to re-create one of the scenes for a new promo d√©buting on June 17, starring the latest version of the car.
   New Zealanders who wanted to get a role in the film went to a dedicated Mini website to win a place in the passenger seat, with Wellingtonian Vincent Blake Chilton, 23, getting the prize. Matt Murphy, son of Geoff, directed the new scene, and chose Chilton out of 2,000 entries. Stunt driver Mike Eady put the new Mini Cooper S through its paces around Lake Hawea, with stunt coordinator Harry Dakanalis in pursuit.
   Below is a behind-the-scenes video from the shoot.
   The new Mini, unveiled last November in Oxford and at a star-studded London launch a few days later, starts at NZ$36,200.
   In addition to Goodbye Pork Pie, New Zealand has another cinematic Mini connection: it was where The Italian Job remake, Players, was filmed.



Below A still featuring the original Mini 1000 from the original Goodbye Pork Pie.

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February 8, 2014

Sponsored video: behind the scenes of the Sports Illustrated Swimsuit‚ÄďAir New Zealand safety video

Lucire staff/14.08

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A Lucire special promotion


Air New Zealand, a member of the Star Alliance network, has already received a bit of press for its latest safety video, starring four current Sports Illustrated Swimsuit Issue models, and veteran Christie Brinkley, who was put on the map thanks to the annual, iconic magazine special. But what happened behind the scenes of Safety in Paradise?
   For years, the airline has come up with some memorable safety videos, including one with air crew wearing nothing but body paint, another with fitness supremo Richard Simmons, a much talked-about Hobbit-themed video with Sir Peter Jackson and J. R. R. Tolkien‚Äôs descendants, and a puzzling animated one that made less thematic sense with Ed ‚ÄėAl Bundy‚Äô O‚ÄôNeill and actress and Lucire feature alumna Melanie Lynskey.
   The shoot for the latest safety video took place in the Cook Islands, a New Zealand territory and an idyllic, beautiful holiday location covered by Air New Zealand on its Auckland‚ÄďRarotonga and LAX‚ÄďRarotonga routes. Models Chrissy Teigen, Ariel Meredith, Hannah Davis and Jessica Gomes star in it, featuring on location, while the script called for a Brinkley‚Äôs involvement from a luxury home in Hollywood, California.
   All models are from the US with the exception of Gomes, who hails from Australia. She is the only Aussie to appear in four consecutive Sports Illustrated Swimsuit Issues, and famously appeared in body paint, by New Zealander (and another Lucire feature subject) Joanne Gair, in 2010.
   Former Miss South Pacific Joyana Meyer also appears in the video.
   The video will be officially released on February 12, coinciding with the global celebrations for the 50th anniversary of the Sports Illustrated Swimsuit Issue. It will be rolled out across the Air New Zealand fleet at the end of the month.
   The airline worked with the magazine, which reaches 70 million people.
   Air New Zealand has had a shot in the arm lately thanks to a new CEO, Christopher Luxon, whose former experience lay in branding for a multinational.
   Jodi Williams, Air New Zealand‚Äôs head of global brand development said, ‚ÄėSports Illustrated Swimsuit has a massive worldwide television, online and print campaign to celebrate the 50th anniversary and we‚Äôre incredibly excited to feature in that activity. The magazine alone has more than 61 million readers annually and the safety video shoot with Air New Zealand will feature in the special anniversary edition. This is money can‚Äôt buy global attention focused on a key destination and our airline.‚Äô
   At Lucire, the announcement of the cover girl in February is usually a high spot for web traffic, adding to the views from the autumn‚Äďwinter fashion circuit.
   And it‚Äôs not just Air New Zealand that‚Äôs happy with the result. MJ Day, the editor of the Swimsuit Issue, called Safety in Paradise ‚Äėa raucous safety video in the true spirit of SI Swimsuit and our Kiwi friends.‚Äô


Article sponsored by Air New Zealand




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