On March 17, 2014, CHANEL will debut the third chapter in the advertising campaign for world’s number one selling fragrance: Coco Mademoiselle. Oscar®-nominated actress Keira Knightley takes up the role as Coco Mademoiselle with the same rebellious grace she’s embodied since she became the fragrance’s face in 2007.
Under the guidance of one of her favorite directors, Joe Wright, Knightley embarks on a cinematic adventure in a film inspired by the irresistibly modern scent, which explores a new chapter in the life of this sexy, mischievous and free woman:
Coco Mademoiselle is at a launch party held in her honor, but doesn’t really seem to be participating. Then, a man catches her eye. She teases him and throws her fragrance to him, as if choosing him, but then she instantly slips away. At dawn, when she is speeding away alone on her boat towards new adventures, they cross paths again by chance and this time she decides to stop… or does she?
While a new chapter of the life of Coco Mademoiselle has been written, her character remains the same: Coco Mademoiselle continues to have a bold and fascinating personality that never stops surprising people; and she is never where she is expected to be. This is why the soundtrack to the film “She’s Not There” – a song by the British pop group The Zombies from 1964 – couldn’t have been a better title chosen by The Artistic Direction and Joe Wright. The music played an essential role on the particularly festive and rhythmic film set.
“The third film is very silver and quite cool,” states Knightley. “But again, nobody can quite capture her; so she is kind of there, but she is sort of playing with them… And then she gets on a speed boat! What more can you ask for?”
Daring and bold, yet sensual and elegant, the fresh oriental scent of Coco Mademoiselle was created by CHANEL master perfumer Jacques Polge in 2001. The fragrance represents the ever-evolving spirit of CocoChanel in this feminine, sexy, young and exciting fragrance. “I have a real admiration for Coco Chanel,” says Knightley. “For the woman she was, a free woman in the strongest sense of the word. Coco Chanel istimeless and her creations precisely express her free spirit.”
A national cable television flight of 30 and 60 second spots will debut March 21, 2014. A print advertisement shot by Mario Testino will debut in April 2014.
In 2007, Knightley became the new face of CHANEL, starring in high-profile advertising campaigns and following in the footsteps of Nicole Kidman, Ali McGraw, Catherine Deneuve, Vanessa Paradis and Anna Mouglalis.
Behind The Scenes Images