The One That I Want – Chanel Nº5 2014 | Clapboard Ad Archive

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The One That I Want - Chanel Nº5 | Clapboard Ad Archive

Chanel Nº5’s The One That I Want campaign, launched in Australia in 2014, exemplifies the fragrance giant’s enduring commitment to cinematic storytelling as a vehicle for branding in the beauty category, setting a new benchmark for aspirational image-making in digital media. Conceived as a digital-first experience, this campaign situates the iconic perfume at the center of an emotionally charged narrative that blends high production values with the allure of celebrity, leveraging the global recognition of its leading faces and the cultural cachet of its soundtrack to embody the essence of contemporary desire. With a narrative that pivots around the intertwined fate of a woman and her fragrance, Chanel Nº5 sidesteps overt product demonstration and instead crafts an immersive world where the brand becomes synonymous with destiny, aspiration, and identity—an approach that sits squarely in Clapboard’s FORMAT#8 — Ongoing Characters or Celebrities, where recurring star presence not only draws instant recognition but also magnifies the perfume’s mystique. The campaign’s success is amplified by its digital strategy, harnessing platforms such as YouTube, Instagram, Twitter, and Facebook to engage a global audience and solidify Chanel’s status as a leader in luxury communication; core to this resonance is its high-profile cast, whose association with the brand is woven into every frame, positioning Chanel Nº5 less as a scent and more as an emblem of self-actualization for the health and beauty consumer. The visual and sonic palette—a sumptuous reinterpretation of a culturally charged song—completes the sensory landscape and enables emotional connection, driving substantial engagement with over 20 million documented views and a wave of social interaction. Clapboard rates this 78/100. By building a digital mythology around its signature product and infusing celebrity not as an accessory but as the campaign’s narrative engine, Chanel Nº5 signals to the industry that in the crowded world of beauty marketing, brands can achieve lasting impact when they blend iconography, talent, and platform-specific storytelling into one seamless proposition.

Credits

Client

Chanel Nº5

Production House

Bazmark Inc / Revolver, Revolver, Biscuit Filmworks, World Wide Mind

Director

Baz Luhrmann, Ben Nott

Producer

Paul Watters, Catherine Knapman, Michael Ritchie, Nina Shiffman

Production Designer

Catherine Martin

Cinematographer

Mandy Walker, Simon Duggan

Editor

Jonathan Redmond

Vfx Studio

The Mill

Visual Effects Supervisor

Corey Brown

Crew

Alexandra Taussig, Tim Duffy, Scott Soens, Jamie Alac

Category Mind Map

48%

The campaign for Chanel Nº5, titled "The One That I Want," leverages the brand’s longstanding reputation as a symbol of timeless elegance and desire by positioning the fragrance as synonymous with destiny and individuality. The core brand proposition centers on Chanel Nº5 as not merely a perfume but an essential, defining element of identity that encapsulates sophistication and allure. Through the narrative and imagery, the campaign suggests that wearing Nº5 is a transformative experience, aligning personal destiny with the iconic status of the scent. From a market strategy perspective, the campaign targets aspirational consumers who value luxury and emotional storytelling within the beauty sector. The use of high-profile talent—supermodel Gisele Bündchen, actor Michiel Huisman, and musician Lo-Fang—alongside direction by Baz Luhrmann, underscores a cinematic approach that elevates the fragrance beyond a typical advertising message. This creative angle appeals to a demographic that seeks immersive, culturally rich content rather than straightforward product promotion. Additionally, the reimagined soundtrack "You're The One That I Want," performed by Lo-Fang, ties nostalgia with contemporary artistry, enhancing emotional resonance and engagement on digital platforms. The campaign’s release on digital media, combined with strong social media integration, reflects a strategy designed to maximize reach among a digitally savvy, beauty-conscious audience in Australia and beyond. The high view and engagement metrics indicate successful connection with viewers who respond to luxury branding framed through evocative storytelling and artistic collaboration.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign for Chanel Nº5 is centered around the prominent use of supermodel Gisele Bündchen and actor Michiel Huisman, with direction by Baz Luhrmann—both names heavily highlighted in its metadata and YouTube description. The narrative language (“A woman, a destiny, a perfume”) and lack of overt problem–solution or direct demonstration cues signal an aspirational, image-driven approach anchored by celebrity presence. Chanel consistently leverages high-profile figures (Nicole Kidman, Gisele, etc.) for Nº5, making the celebrity persona inseparable from the brand’s communication. Here, celebrity elevates the allure and recall of the fragrance, conforming closely to the “Ongoing Celebrities/Characters” format where the star’s aura and lifestyle are the campaign’s persuasive device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Dior – Market Positioning Dior positions itself as a luxury beauty and fragrance brand that blends timeless elegance with modern innovation. Their focus is on high-quality, sophisticated products that evoke French haute couture, appealing to aspirational consumers who seek both prestige and contemporary artistry in their beauty routine. 2. Lancôme – Market Positioning Lancôme leverages a blend of science and femininity, emphasizing skincare innovation alongside glamorous beauty products. It targets consumers who desire effective, luxurious skincare solutions coupled with a romantic and elegant brand aura, making it a trusted name in high-end beauty across global markets. 3. Estée Lauder – Market Positioning Estée Lauder is positioned as a premium beauty brand that combines advanced skincare technology with classic glamour. It appeals to discerning consumers who value scientifically backed products, a wide range of luxury cosmetics, and fragrances that exude confidence and sophistication. 4. Guerlain – Market Positioning Guerlain differentiates itself through heritage and craftsmanship, emphasizing its long history and expertise in perfumery and skincare. The brand offers an artisanal luxury experience, blending tradition with innovation, and targeting consumers who appreciate exclusivity and refined, high-quality beauty products. 5. Jo Malone London – Market Positioning Jo Malone London is positioned as a niche luxury fragrance and lifestyle brand that prioritizes simplicity, elegance, and customization. It appeals to consumers seeking unique, versatile scents with an understated British charm and encourages personal expression through fragrance layering and bespoke experiences.

Q: What is The One That I Want about? A: The One That I Want is a 2014 digital campaign created for Chanel Nº5 and launched in Australia, blending luxury fragrance with cinematic storytelling. Directed by Baz Luhrmann and featuring supermodel Gisele Bündchen, actor Michiel Huisman, and musician Lo-Fang, the campaign centers on the narrative of a woman's destiny intertwined with the iconic Chanel Nº5 perfume. With a single, high-production-value media asset and a contemporary soundtrack, the campaign leverages digital platforms and social media to reinforce the brand’s prestige and emotional resonance within the beauty market. Q: What creative device does The One That I Want use? A: The One That I Want employs the Ongoing Characters or Celebrities format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. This approach relies on the star power of recurring personalities—here, Gisele Bündchen and Michiel Huisman—to drive brand recall and emotional engagement. By anchoring the campaign in the aura and lifestyle of high-profile celebrities, Chanel Nº5 continues its tradition of using well-known figures as the persuasive core of its communication, making the celebrity persona inseparable from the fragrance’s identity. Q: What is the campaign proposition for The One That I Want? A: The campaign proposition for The One That I Want positions Chanel Nº5 as more than a fragrance—it is portrayed as a defining element of personal identity, sophistication, and allure. Targeting aspirational consumers in the beauty sector, the campaign uses cinematic storytelling and high-profile talent to suggest that wearing Chanel Nº5 is a transformative experience, aligning personal destiny with the iconic status of the scent. This strategy appeals to audiences seeking luxury and emotional resonance, reinforcing Chanel Nº5’s role as an emblem of aspiration and individuality. Q: How does The One That I Want rank in Clapboard's archive? A: The One That I Want holds a Clapboard Campaign Score of 78/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Chanel Nº5's category? A: In the luxury beauty and fragrance category, Chanel Nº5 competes with Dior, which blends timeless elegance with modern innovation to appeal to prestige-driven consumers; Lancôme, known for combining skincare innovation with a romantic brand aura; Estée Lauder, which emphasizes advanced skincare technology and classic glamour; Guerlain, distinguished by its heritage and artisanal craftsmanship; and Jo Malone London, which offers niche luxury fragrances with a focus on simplicity, elegance, and customization for personal expression.