Chanel No 5 work gets a Warhol look

Chanel No 5 is poised to unveil a multi-million pound mixed media blitz as it celebrates two key events in the coming weeks.

Chanel No 5 is poised to unveil a multi-million pound mixed media

blitz as it celebrates two key events in the coming weeks.



This weekend, the perfume giant will make history as the first

advertiser to appear on Channel 5. The new work, ’orchestra’, has been

directed by Ridley Scott through RSA Films. It will be shown once on

Channel 5 before being put on ice until Christmas, when it will appear

on all national terrestrial TV stations.



Stephen Gilbert, Chanel’s marketing director, said: ’Channel 5 came to

us more than a year ago and said we should be the first advertiser. A

frequent misspelling for Chanel is Channel, so it sounded too good an

opportunity to miss.’



Chanel is also celebrating the 75th anniversary of No 5 with a press and

poster campaign unrelated to the TV ad.



The drive, which begins this week in Hello! magazine, uses Andy Warhol’s

pop-art images of the No 5 bottle. It will appear in Hello! as the

title’s first ever gatefold ad.



The campaign executions appear in a number of colour combinations, such

as blue and yellow, red and pink and green and turquoise.



The Warhol-style work will be used on six-sheet posters and is reflected

in the packaging for a limited edition of the perfume which goes on sale

next week.



Chanel’s media agency, the Media Centre, has negotiated a number of

stand out sites in key women’s titles. Tatler will feature an outside

gatefold, double-page spread and a tip-on, while Vanity Fair will show

five consecutive spreads in the centre of the magazine, with text

running round the creative.



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