Fields

Whilst doing some research at work for P&G, I came across this stunning creative for the new Gucci fragrance, Flora. As with most fragrance advertising, the concept is relatively abstract and the product near-obsolete. In this we simply get an image of the glass bottle in the final shot, with a husky American girl's voice saying, 'Flora, by Gucci. The new fragrance'. The ad itself is a simple 30" spot of a beautiful girl in a floaty dress, enjoying her seemingly superhuman powers by blowing and distorting the flowers in the field that surrounds her. The Donna Summer remix of 'I Feel Love' is incredibly haunting, and in a mere half a minute the fragrance becomes something more than a fragrance - it becomes a feeling. With the glow of the sunset, Gucci continues its longstanding brand heritage beautifully.