The video promo for Guerlain Idylle. The face is Nora Arnezeder, and she is singing a modern version of Singin in the rain (if you watch the version on the Idylle website, you can hear the lyrics). Update: never mind, now here's the version with the lyrics...
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Nice ad, cute bottle, dodgy scent. Sampled it yesterday, and yes, it IS ‘SJP Lovely’ on steroids. Has the half-life of uranium into the bargain. I was very disappointed.
That’s what everybody says: SJP Lovely. Well, at least it isn’t SJP Covet Pure Bloom, I guess. Lovely was nice.
I’m not sure you can see from the ad that the bottle is actually clear – it’s only the edges and cap that are gold. It’s also fairly flat, so not all that much like a Hershey Kiss.
And sorry, I posted this in the wrong place!
No matter!
So does it smell like Narciso Rodriguez for Her too? I love both NR and SJP Lovely (I prefer NR), but steroids don’t sound good…
Is it just me or does the bottle look like a giant Hershey’s kiss?
Too bad about the juice – I don’t really need Lovely on steroids when I can just by Lovely at a deep discount.
I need to see this bottle in person — I keep changing my mind about it.
Yep, definitely giant gold Hershey’s kiss. I don’t mind it though.
Haven’t ever smelled Lovely, and am curious to try this. What the hell, it’s Guerlain…
**guerlain ho**
Are you referring to me or yourself?
I have one thing to say in rebuttal: MY PRECIOUSSSSSSSSS!
Yup, truly I was just waiting for that.
Well, the reception hasn’t seemed warm as far as I’ve heard, but this is a beautiful campaign. I love the song and the video is really nice in it’s own way. It actually reminded me of the Eau de Merveille commercial but a bit less cool.
That was such a great commercial! Yes, this is less cool. I don’t dislike the ad, but it didn’t wow me. Wonder why they didn’t use the lyrics in the tv spot? I do think it’s more memorable w/ the lyrics.
I’m admittedly wowed by this but it’s not going to make me fall in love with the perfume, you know. I think their people did a good job with this, especially after that Elixers Charnel debauchery.
The song is really beautiful with the lyrics! I’ve already snagged it off iTunes. But I don’t think the lyrics fit with the image they were going for. Which is kind of weird because they made her sing it specifically for them. Oh well.
Upon speculation, I think the bottle is great but the juice is a weird incongruous color with the rest of the campaign. Clear would’ve been nice, or just slightly blue. But I guess that’s not classy enough for GUERLAIN.
Did they do a video for Elixirs Charnels? I missed it!
No, though that would make my week. I just meant the campaign for the EC in general. Dreadful.
LOL…yeah, just the ad copy was enough. A video might be side-splitting funny.
Further complicated by the fact that Nora Arnezeder’s most famous film to date is “Faubourg 36” (saw it during my flight to Paris this summer–it’s an awesome film–very moving). Yes, a period musical set in, when else, 1936! So in retrospect I thought the “Singin’ in the Rain” part is sort of a nod to her ability to do musical numbers…but now that’s a lot of references on top of the rain, the modern mix of the song + Nora singing it straight…
To be honest I can’t help but cringing a bit ever since I saw the ad for the first time: one of my biggest pet peeves in marketing is avoiding negative associations as much as possible–but I find myself not going beyond the “golden shower” motif. Err, not talking about the Greek myth: I’m referring to the urban dictionary definition.
Gosh, I didn’t even think that for a minute and my mind is pretty much in the gutter more than half the time. :-O
Well, it’s a curse that goes all the way back to my first ever marketing project: we were given a brand, asked to repackage it and gaving it a modern twist. I got Oh Henry! candy bar and decided to switch the order of the first 2 letters around so it sounded like a shout out. Well, 5 minutes into the presentation the focus group started laughing because they thought I was referring to Henry as a h-o…ever since then I am hyper-sensitive about those things. You know, I am sure you are right–there are people who won’t think of it–but then there are people who may. And with a campaign like this costing millions to build I’d rather not take a chance (but that’s just me).
P.S. I don’t think I made myself clear–when I did my candy bar project I was oblivious of urban slangs. After getting the reaction from the focus group I made a point of knowing my slangs–because you never know.
Gosh. Didn’t come to my mind at all.
Nope, I could tell definitely not you.
Cute version of the song, but the ad is a bit too Herbal Essences… Why is everyone suddenly getting all orgasmic about their perfumes these days?!
Pardon my pun: just the right dab of transgression. Enough to get people interested but not enough to get banned. For a “masstige” product targeting the young demogrpahic it’s almost a textbook marketing move.
This actually seemed tamer to me than most…I’m getting jaded about ads, too.