Perfume Commercial

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Perfume commercials have a tough task to complete; they're advertising through a medium that cannot possibly convey their product's sole feature: the smell. The solution, such as it is, is to create an association with 'raw' human desire, elegance, beauty, and wealth via incomprehensible art. When executed well, it looks like a glamorous clothing commercial; when done poorly, they may fall prey to not having anything to do with the product.

Car adverts can be prone to this too, if they're selling the experience and lifestyle implied by driving the car instead of the engineering. Perhaps because of this, a good many TV shows take a liking to parodying these commercials.

Tropes commonly used:


Examples:

Advertising
  • The Ur-Example may be the "Share the Fantasy" ad for Chanel No. 5, directed by Ridley Scott back in 1979.
  • The Trope Codifier is likely a string of ads in the late Eighties and early Nineties for the Calvin Klein fragrance "Obsession." Equal parts Mind Screw and Soap Opera level melodrama, they are probably the reason why so many of the parodies are one-word emotion-based titles, like Depression and Compulsion mentioned below.
  • Subverted by Korean Air's "Color of Perfection" spot. Coded as a perfume ad verging on Design Student's Orgasm — they even show people spraying perfume — it uses Tiffany's trademarked blue color (for which it must have paid a small fortune) and music by Robert Matt. Many viewers probably still don't realize it's about an airline.
  • Parodied in a Australian commercial for mutton (of all things), done as a stereotypical perfume commercial for the new scent: Lâmb.
  • A commercial for the Georgia Lottery does this. It seems to be a perfume commercial, complete with being Deliberately Monochrome and with emotional dialogue, only to cut to the to main people fighting over the lottery ticket.
  • The commercial for Cacharel's Eden is about what you'd expect - androgynous creatures flitting around a leafy CGI paradise, and about three metric tons of Female Gaze. But in Luca Turin's words: "Perfume journalists are still talking about the 1994 launch, which took place in some sort of aircraft hangar near Paris and involved a large artificial island surrounded by water, covered in real jungle, and populated by naked adolescents of both sexes. I'd tell you more, but I wasn't there." WTH?
  • Made fun of by Alan Cumming for Cumming the Fragrance, called by one blogger "the only celebrity fragrance that has a sense of humor." He even cracks up laughing at the end. It's adorable.

Film
  • Grumpy Old Men suggested that perfume ads 'don't describe the perfume, but do adequately describe the state of your mind if you drink some'.
  • Tangled's Smolder by Flynn.
  • The 2009 Star Trek film caused three novelty perfumes/colognes to be created: Tiberius, Pon Farr, and Red Shirt. Even the bottles are amusing.
  • The film Perfume (duh) is about a homicidal perfumer with the smell equivalent of perfect pitch and is essentially a perfume commercial dragged out into a feature film. When Dustin Hoffman's character, a master perfumer, smells the main character's first perfume, his surrounding transforms into a rose garden and a sultry Gypsy woman walks up to kiss him.

Literature
  • Roger Zelazny's novel Isle of the Dead has a man from the 20th century living in the 25th. He's meeting a woman for dinner; she enters the room and falls into "a perfume-ad pose". You know immediately what he's talking about.

Live-Action TV

Music
  • One of the fake commercials in the video for Neil Young's "This Note's For You". ("Forgive me, but I'm prettier than all of you." "Liar! Give me back my shoes!")

Stand-Up Comedy
  • Robin Williams' famous 2002 Live on Broadway routine contains a bit where (in the midst of a rambling discussion of Christianity's foibles) he makes fun of celebrity-backed fashion lines by saying how Mother Teresa never had a perfume:
    Mother Teresa never had a line of products, she never had her own perfume, *changes voice to sound like the Calvin Klein Obsession guy* Compassion by Mother Teresa... *changes voice again to sound like a parody of Mother Teresa* I smell because I care *changes voice yet again to sound like the Calvin Klein Obsession guy again* Compassion...

Webcomic
  • Housepets! featured a commercial for dog food in this style.

Western Animation
  • Mocked in The Simpsons with an ad exec's "retooled" version of The Mr. Plow commercial. It's a black and white, impressionistic mess reminiscent of many of the Perfume Commercial tropes.
  • In the 8th episode of Sheep in the Big City, Sheep becomes famous for being on a commercial for Spotless dish soap that's an obvious perfume commercial parody
  • Rugrats had a scene where Angelica is playing make believe that she is in a perfume ad, wearing a long flowing dress while walking down a fancy hallway.
  • The Weekenders showed Tish contemplating what a commercial product named after her would be like. Cue her standing in a dress for a perfume called "Tish" "Ah, the scent of me."
  • Tiny Toon Adventures had a perfume commercial parody starring Fifi La Fume for "Calvin Acme's Depression".
  • From Pinky and the Brain, there's Brain's commercial for "Subjugation". Pinky's shenanigans ruin the effect.


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