bleu de chanel be unexpected print ad | Be unexpected, part 2 :: Now Smell This

The world of fragrance advertising is a realm of carefully constructed imagery, evocative storytelling, and the promise of transformation. Certain campaigns transcend the fleeting trends of marketing and become iconic, encapsulating the very essence of the scent they represent. Among these, the "Bleu de Chanel Be Unexpected" campaign stands out, not only for its cinematic quality and star power but also for its powerful print advertising. This article delves into the intricacies of the "Bleu de Chanel Be Unexpected" print ad, focusing on its 2011 iteration, its connection to the broader campaign, and its enduring appeal as a piece of art. We will explore the themes, aesthetics, and impact of this particular ad, placing it within the context of the Bleu de Chanel fragrance and its marketing strategy.

The Allure of Bleu de Chanel: A Fragrance of Rebellion and Sophistication

Before dissecting the print ad itself, it's crucial to understand the fragrance it represents. Bleu de Chanel, launched in 2010, was conceived as a departure from the overtly sweet and aggressively masculine scents that dominated the market at the time. Created by perfumer Jacques Polge, it is a woody aromatic fragrance characterized by a blend of citrus, labdanum, incense, ginger, sandalwood, and patchouli. This complex composition results in a scent that is both fresh and deep, sophisticated and accessible.

Bleu de Chanel aims to capture the spirit of the modern man: independent, enigmatic, and unwilling to conform to expectations. It is a fragrance for those who forge their own path, embracing authenticity and challenging the status quo. This notion of rebellion and self-discovery is central to the "Be Unexpected" campaign and is vividly portrayed in its various iterations, including the print ad under examination.

The "Be Unexpected" Campaign: A Multi-Faceted Narrative

The "Be Unexpected" campaign is more than just a marketing slogan; it's a narrative tapestry woven across various media platforms. The campaign's success stems from its ability to create a consistent brand identity while adapting to different formats, be it film, print, or digital media. The core message remains the same: to encourage men to break free from societal constraints and embrace their individuality.

The campaign's most prominent feature is its series of short films, directed by renowned filmmakers such as Martin Scorsese and James Gray. These films star Gaspard Ulliel (who sadly passed away in 2022) as the face of Bleu de Chanel, portraying a charismatic and successful actor navigating the complexities of fame and personal authenticity. The films are visually stunning, filled with evocative imagery and a sense of intrigue. They explore themes of identity, freedom, and the pursuit of genuine connection in a world of superficiality.

The "Be Unexpected" theme extends beyond the films and into the realm of print advertising. The print ads, like the 2011 version, serve as visual anchors, reinforcing the message and aesthetic of the broader campaign. They are carefully designed to capture the essence of the fragrance and the spirit of the Bleu de Chanel man.

The 2011 "Bleu de Chanel Be Unexpected" Print Ad: A Deep Dive

The 2011 "Bleu de Chanel Be Unexpected" print ad is a testament to the power of visual communication. It is not simply a product placement; it is a carefully crafted piece of art that invites the viewer to engage with the brand on an emotional level.

* Two-Sided Design: The description mentions a two-sided print design, which suggests a deliberate attempt to create a more immersive experience for the viewer. This format allows for a more complex narrative, with one side potentially showcasing a striking visual and the other providing additional information or a contrasting image. The two-sided nature creates a sense of discovery, encouraging the viewer to interact with the ad and uncover its layers of meaning.

* Visual Elements: The visual elements of the ad are critical to its success. Typically, Bleu de Chanel print ads feature Gaspard Ulliel, the face of the fragrance, in a captivating pose. The lighting is often dramatic, using chiaroscuro to create a sense of depth and mystery. The color palette is dominated by blues and grays, reflecting the name of the fragrance and evoking a sense of sophistication and masculinity. The imagery often hints at a narrative, leaving the viewer to fill in the gaps and create their own interpretation. The 2011 ad likely follows these established conventions, featuring a compelling portrait of Ulliel that embodies the "Be Unexpected" spirit.bleu de chanel be unexpected print ad

* Typography and Layout: The typography and layout of the ad are carefully considered to complement the visual elements. The "Bleu de Chanel" logo is prominently displayed, but not in an overly aggressive manner. The "Be Unexpected" tagline is strategically placed to reinforce the campaign's central message. The overall layout is clean and uncluttered, allowing the visual elements to take center stage. The choice of font is typically elegant and modern, reflecting the brand's sophisticated image.

* Target Audience: The ad is clearly targeted towards a specific demographic: men who are confident, stylish, and appreciate quality. It appeals to their desire for individuality and self-expression. The ad suggests that wearing Bleu de Chanel is not just about smelling good; it's about making a statement, embracing one's uniqueness, and living life on one's own terms.

Connecting the Print Ad to the Broader Campaign Themes