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
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.