Even for a fragrance ad, this Gucci spot is all kinds of ridiculous

Posted on Wed Apr 22 2009

Hinting that the perfume actually came from an Old Testament-style miracle, this TV spot for Gucci's Flora fragrance scales new levels of pretension. The model, who looks a bit like Helena Bonham Carter, sits in a field of flowers. Then, after leaning forward (which appears to take some effort for this waif), she sends a shockwave through the flowers, dominos-style, as an ethereal version of Donna Summer's "I Feel Love" plays. By the time the wind current circles back to its source, the woman, who now appears to be in the throes of ecstasy (the drug or the emotional state), rises up and appears to become a flower herself. The best part: the bored voiceover that languidly states, "Flora. By Gucci. A new fragrance." For whatever reason, this ad has become a hot video online, perhaps because, as one commenter notes, if you freeze it at the 15-second mark, it does look a bit like the goat-head pentagram. Where's the Christian right when you need them?

—Posted by Todd Wasserman



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