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It was one of the highlights of the Cannes Film Festival<\/strong>, which ends this Saturday, May 25<\/strong>.<\/p>\n <\/p>\n Chanel<\/strong> took advantage of the gathering of stars and cinema on the Croisette to unveil its new campaign dedicated to Bleu<\/strong>, its men’s fragrance…<\/p>\n <\/p>\n The big names in luxury are becoming increasingly involved in the world of cinema<\/strong>. However, Kering, via Yves Saint Laurent Production<\/strong>, which presented three films at the 74th edition, and Lvmh, with 22 avenue Montaigne Entertainment<\/strong>, are more focused on feature films.<\/strong><\/p>\n <\/p>\n The Maison de la rue Cambon, very active in supporting cinema, is releasing a short advertising film<\/strong>…<\/p>\n <\/p>\n True, but what a short!<\/p>\n <\/p>\n <\/p>\n The film brings together two of today’s greatest talents in the 7th art: veteran director Martin Scorsese<\/strong>, who needs no introduction, and guest star Timoth\u00e9e Chalamet<\/strong>, whose androgynous beauty and style appeal to the younger generation, who are the target of Bleu. The 28-year-old Franco-American actor was chosen as the fragrance egery<\/strong>\u00a0in 2023 to replace French actor Gaspard Ulliel, who tragically died in a skiing accident in January 2022.<\/p>\n <\/p>\n\n <\/p>\n For his part, Martin Scorsese had already put himself at the service of Maison Cambon<\/strong>, and Bleu<\/strong> in particular, by directing an opus for the juice’s first campaign<\/strong>, when it was launched in 2010. Back then, he starred the late Gaspard Ulliel. Once again, the multi-award-winning father of such masterpieces as Taxi Driver, Goodfellas and Gangs of New York has succeeded in telling an exciting story that makes sense…<\/strong>and in 90 seconds, watch in hand!<\/p>\n <\/p>\n In this case, the short film, shot in the Big Apple, follows a young man -Timoth\u00e9e Chalamet- torn (torn?) between his public image and his inner self…<\/strong><\/p>\n <\/p>\n <\/p>\n \u201cThe world has changed. In a way, celebrity presents a different aspect<\/strong>. Which is even more extreme than it was ten or fifteen years ago,\u201d commented Martin Scorsese in a press release.<\/p>\n <\/p>\n Paced by Herbie Hancock’s<\/strong> electric 1983 instrumental single \u201cRockit\u201d<\/strong>, his mini-film incorporates all the clich\u00e9s of a New York dear to the director: giant-bay loft overlooking the surrounding skyscrapers, subway, paparazzi, backstage TV, femme fatale…<\/strong><\/p>\n <\/p>\n The hero’s day unfolds almost entirely in black and white<\/strong>, a palette associated with the artificial image of his life as a star. Only a few touches of blue rays<\/strong> gradually lead him to reconnect with his authentic self… After waking up with a start in his oversized apartment, the young man jumps into a van that will take him to the set of one of those talk shows<\/strong> the Americans love so much.<\/p>\n <\/p>\n Backstage, the young man is perfectly cool<\/strong>, even when another star he greets slams the door in his face. But when the TV host asked him, \u201cWhen you’re in a role, do you destroy who you are?\u201d<\/strong>, something clicked. And on a subway platform, illuminated by a few strokes of that blue that can be associated with awareness, he replies, \u201cNo, you dive into yourself, you discover yourself.<\/strong> Only then are you free to really be yourself.\u201d<\/p>\n <\/p>\n <\/p>\n Then the black-and-white plunge really begins. Timoth\u00e9e Chalamet lets go, weightless<\/strong>. And we find him strolling, this time in color, through the streets of New York<\/strong>. Before the final image, that of the Bleu de Chanel bottle…<\/p>\n <\/p>\n According to Olivier Polge, head perfumer at Chanel, and son of Jacques Polge, the creator of Bleu<\/strong>, the pitch of the short film fits perfectly with that of the famous juice: \u201cBleu de Chanel has just the right amount of conviction and intensity to represent a man who refuses to be pigeonholed<\/strong>, a man who rejects facades and isn’t afraid to let his vulnerability shine through his tough, disarming exterior.\u201d CQFD<\/strong>.<\/p>\nTwo talents of the 7th art<\/h2>\n
The clich\u00e9s of New York<\/h2>\n
Blue: revealing authenticity?<\/h2>\n
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