I generally despise advertising, but every so often an advert comes along which seems to break the mould. While the advert for Gucci Flora isn’t particularly funny, witty or entertaining – I think it’s successful on many level.
I think this advert is very sensualist, and definitely pays homage to 80’s advertising which often seems a lot more lyrical than adverts produced today. The mix sounds like a broken music box – distorted, as if the resonant chords are being summoned to another plane.
There are pagan / witchcraft metaphors throughout the piece – Chris Cunningham has managed to equate power and strength to ‘flora’ and also strongly bind this message to notions of femininity. When I think of high power brands, like Gucci – a little of the dark side makes them seem a lot more alluring. I think this is very good work.