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Spike Jonze Kenzo Fragrance

Kenzo's New Perfume Ad Has Nothing to Do With Perfume — and It's Spectacularly Awesome

Fragrance ads have gotten pretty formulaic over the years. No disrespect meant, but you can basically guarantee that you'll view a predictably gorgeous model wearing a gorgeous gown in a gorgeous locale (a mansion carved from marble, a pristine beach, or outer space would all work), then wait for her to whisper the scent's name at the very end. Kenzo's new Spike Jonze-directed campaign starts off similarly, but that's all it has in common with any other perfume-related short film. In fact, you don't see a single bottle of fragrance in the entire video.

While attending a gala in what looks like New York City's Metropolitan Opera House, dancer/actress/model Margaret Qualley excuses herself from the room. What follows next is a mishmash of erratic dance moves, laser fingers, and ninja attacks all set to throbbing moombahton track "Mutant Brain" by Sam Spiegel (Jonze's little brother). Instead of the typical whisper-filled ending, there are flips, kicks, and a dive through an enormous eye made out of flowers. Watch and prepare to be anything but bored.

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