Quand la poésie s’invite à la télévision avec Marion Cotillard et Chanel

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Peut-être as-tu vu passer un spot publicitaire de Chanel dans lequel Marion Cotillard est l’actrice principale ?

Chanel nous a dévoilé, en 2020, une nouvelle campagne publicitaire pour son parfum qui m’a laissé bouche-bée, alors je voulais t’en parler aujourd’hui dans ce nouvel article.

  • Tout d’abord, il est l’heure des présentations

Je te présente Marion Cotillard. C’est une actrice française, mais également une interprète et une productrice de films. Elle est révélée au grand public grâce à son rôle dans la saga Taxi. Elle apparaît dans les trois premiers films.

Au fil de sa carrière, Marion Cotillard a reçu de nombreuses récompenses pour son talent : pour te donner un exemple, en 2008, elle reçoit l’Oscar de la meilleure actrice suite à son rôle dans le film La Môme, un film d’Oliver Dahan. Dans ce film, elle incarne la chanteuse Édith Piaf. On est d’accord ce n’est pas rien. C’est une concrétisation internationale, car elle ne reçoit pas seulement l’oscar de la meilleure actrice, mais également le César de la meilleure actrice, le Golden Globe, le BAFTA, le prix Lumières et le Lion tchèque du meilleur premier rôle féminin.

Je te laisse la bande-annonce du film La Môme juste ici :

Mais, Marion Cotillard et la qualité de son jeu d’actrice ne s’arrêtent pas là et continuent les interprétations au fil des années 2010 comme dans les films De rouille et d’os, The immigrant, Deux jours une nuit…

Ce n’est pas une actrice comme les autres. Elle est également militante écologiste au sein de l’organisation internationale Greenpeace depuis 2001.

En 1990, Marion Cotillard a refusé un contrat avec la marque de cosmétiques L’Oréal, en protestant contre les tests que l’entreprise réalise sur des animaux.

Elle utilise sa notoriété à bon escient pour sensibiliser sa communauté, notamment via son compte Instagram, à la préservation de l’environnement. Elle prend part à de nombreuses manifestations et marches pacifiques pour le climat.

En Janvier 2020, elle est allée en Antarctique avec Greenpeace, au bord de l’Arctic Sunrise pour appeler à la protection des océans et mesurer l’impact du dérèglement climatique sur les colonies de manchots, les baleines et autres animaux marins :

 

Expédition - Marion Cotillard avec GreenPeace
Expédition – Marion Cotillard avec GreenPeace

Quant à la marque Chanel, c’est une entreprise française, créée par Coco Chanel alias Gabrielle Chanel, de haute couture, de prêt-à-porter, accessoires, parfums et autres produits de luxe.

Le parfum N°5, vendu au départ uniquement dans les boutiques Chanel en 1921, deviendra et restera l’un des parfums les plus vendus au monde =

Eau de parfum N°5 de Chanel
Eau de parfum N°5 de Chanel
  • Marion Cotillard et Chanel pour une publicité pleine de poésie

 Comme cité au-dessus, le Chanel N°5 fait partie des parfums culte de la marque. 100 ans après la sortie de cette fragrance, c’est Marion Cotillard qui a été choisie comme égérie pour incarner la femme de ce parfum.

Pour les 100 ans de ce parfum, Chanel a sorti le grand jeu : une campagne digne des plus grands films de cinéma.  

C’est la première fois que Marion Cotillard prête son image à un parfum. Lors d’une interview pour Chanel, l’actrice française, affirme que « La maison Chanel est une maison qui m’a toujours fasciné, il y a quelque chose qui m’a toujours fait rêver » et que représenter Chanel est un rêve qui se réalise.

L’histoire de ce parfum continue encore, plus de 100 ans après sa création grâce à Marion Cotillard. Elle se reconnaît dans le parfum N°5. Pour elle, c’est plus qu’un parfum, c’est une œuvre d’art ! Elle a été très reconnaissante de pouvoir faire vivre cet iconique et prestigieux parfum dans cet univers époustouflant.

  • Un passage sur la lune, le temps d’une minute

Le Directeur des Ressources Créatives Chanel Parfums ; Thomas du Pré de Saint-Maur a fait appel au réalisateur suédois Johan Renck, réalisateur à l’origine de la série Chernobyl pour ce film dédié au parfum iconique de Chanel.

Chanel N°5
Chanel N°5

 

Accompagnée par un danseur étoile de l’Opéra de Paris ; Jérémie Bélingard, Marion Cotillard et Jérémie Bélingard interprètent une danse imaginée par Ryan Heffington ; un danseur et chorégraphe américain.

Cette chorégraphie est réalisée sur la chanson « Team » écrite par la chanteuse Lorde et interprétée par Flavien Berger.

Deux forces humaines se rencontrent avec une danse inédite et originale sur la lune. Cette campagne publicitaire met en scène une histoire d’amour, une histoire joyeuse, une histoire libre. Marion Cotillard incarne une femme pleine de joie, libre d’exprimer ce qu’elle ressent comme nous pouvons le lire sur le site internet de Chanel.
De Paris à la lune, cette publicité nous transporte dans un univers esthétique et poétique.

Au cours de cette publicité, nous voyons Marion Cotillard quitter Paris pour un aller vers la Lune. Sur la lune, elle réalisera la chorégraphie au bras du danseur pour faire vivre un jeu amoureux entre les deux personnages. Puis, de retour à Paris, elle se rendra compte que son rêve deviendra réalité.

L’actrice porte une belle robe en dentelle dorée, qui est une inspiration d’une pièce portée par Gabrielle Chanel dans les années 30. Cette robe incarne donc le passé, le présent et le futur. Elle retrace la durée de vie de la marque Chanel, mais également du parfum N°5 qui réussit à traverser les différentes années. De plus, le doré de la robe rappelle celui du parfum.

Cette robe a nécessité près de 900 heures de travail par seize brodeuses de la Maison Lesage. Il en a fallu de la patience pour recréer cette belle pièce. C’est un véritable bijou que porte Marion Cotillard et qui lui permet tout de même de pouvoir danser de manière optimale et élégante.

Si cette publicité devait être résumée en plusieurs mots par Marion Cotillard, elle utiliserait ces mots : légèreté, profondeur, intensité, aérien et terrien. Finalement, c’est ce qu’on ressent quand on est amoureux, comme Marion l’indique dans l’interview.

Je t’invite à prendre le temps de visionner ce chef d’œuvre :

 

Et découvre également les Behind the scenes :

  • L’art du storytelling maitrisé

La créativité de la maison Chanel n’a pas de limite.

Cette publicité raconte une véritable histoire entre deux êtres humains libres, passionnés et amoureux. Le storytelling a été maîtrisé à la perfection afin de nous raconter une histoire et de nous amener vers un univers intergalactique à destination de la lune. 

Cette publicité est également disponible sous un format de 30 secondes pour la télévision.

Cette campagne publicitaire est diffusée notamment le soir, durant les horaires où le plus d’adultes sont susceptibles d’être devant la télévision et d’être touchés par cette campagne publicitaire.

Elle a également été partagée sur le site internet et le compte Instagram de Chanel pour accroître la visibilité et toucher directement les cibles de la marque Chanel. Le compte Instagram de Chanel comptabilise 42 millions de followers, le lieu idéal afin de faire vivre ce chef d’œuvre.

Extrait du compte Instagram de Chanel
Extrait du compte Instagram de Chanel

 

À ton tour ! Et toi, quel est ton avis au sujet de cette publicité Chanel ?

Si ce sujet t’a plu, découvre ici davantage d’articles au sujet des succès, mais également des échecs publicitaires.

On se retrouve bientôt pour mon dernier article. 😊

Manon Barbaret

 

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