THE NEW N°5 CAMPAIGN WITH MARGOT ROBBIE
In a blue, vinyl-like sky, the sun hangs at its zenith. The air is warm. It is summer, the most furious of seasons. She is barefoot, languishing in the memory of that alluring and enigmatic man.
A terse message: ‘I will see you at 5’. ‘I’ because ‘I want what I want’. She sketches a smile at the thought of this insolent motto she has made her own. Yes, she is powerful. She laughs. She is unique and at times radical, just like her signature perfume, N°5.
In her twinkling eye, we see the reflection of the bottle. Yes to 5. Yes to the impatience of love. Yes to the promise of the unknown.
Everything could go wrong. The risk is irresistible!
He rides his motorcycle down the road to Big Sur, California, enchanted by this woman with a radiant smile and magnetic aura.
She hops in her convertible to join him. Her car shines like a rare beetle. She’s wearing a red miniskirt suit: her allure seems effortless. She follows the curves of the road and moves towards him. Her expression is relaxed and confident. Meanwhile, he moves towards her, anxious to win her approval.
They are closing in on each other… they are about to cross paths!
A drone view reveals they just missed each other. Alas, the highly anticipated rendezvous will not take place. A text message exchange reveals that he went to her house unbeknownst to her and vice versa.
She bursts out laughing. She doesn’t really care. She knows that desire is what matters most. The anticipation of pleasure is much more romantic than its enjoyment, except in the case of one timeless gesture: the one between a woman, her skin, and her perfume.
Serene, in a red swimsuit, she dives into the ocean, into the bottle of N°5.
Is she swimming towards the same man on the motorbike? Maybe. She radiates the sense of triumph that can only come from an accomplished woman. She embraces the present moment and savours her freedom to be herself: fulfilled, independent, serene in her femininity, and free from any need for external validation.
The vision persists: N°5, the embodiment of desire.
SEE YOU AT 5, A CERTAIN IDEA OF FEMININITY
See You at 5 by Luca Guadagnino is a film of unprecedented length for N°5: two minutes and twenty seconds built on a rigorously articulated, meticulously conceived scenario that justly illustrates the sophisticated, resolutely modern universe of the iconic CHANEL fragrance as well as the captivating, liberated feminine personality at its centre, combining flamboyance, humour, and irreverence.
Renowned actress and visionary producer, Margot Robbie is a woman who created the conditions for her own accomplishments, fueled by the desire to tell stories carried by strong female characters.
Luca Guadagnino is a maestro of sensual cinema pushed to incandescence as in Call Me by Your Name (2018). He directed See You at 5 in 35 mm in order to better reveal the grain of the skin, the tremors of a first date that vibrate between a woman and the object of her desire, played by Jacob Elordi, the idol of millennials since the television series Euphoria and the thriller Saltburn, (produced by Margot Robbie). Elvis Presley in Priscilla of Sofia Coppola and future Frankenstein for Guillermo del Toro, Jacob Elordi brings an anxious virility, vibrant sensitivity, a fierce beauty to his character in See You at 5.
The red skirt suit of Margot Robbie is a nod to the one worn by Carole Bouquet in Monuments (1986), the Ridley Scott advertising film shot in Utah. The mythology of this iconic perfume lives on today, through different muses.
The ambitious storyline of this new film transforms a romantic back-and-forth into a memorable epic tale, translating the immaterial value of luxury and the soul encapsulated by this perfume, which is at once immediate and immortal.
TO ALL WOMEN WHO QUESTION A CERTAIN IDEA OF FEMININITY,
A DIVERSE TRUTH BEYOND CLICHÉS, A FREEDOM FROM READY-MADE ANSWERS,
N°5 HAS ALWAYS OFFERED THE MOST CREATIVELY CONSTRUCTED, THE MOST MYSTERIOUS AND PERSONAL, THE MOST CODED, THE LEAST LEGIBLE, AND THE MOST GENUINELY RECOGNIZABLE OF ANSWERS.
