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Actress and ballet dancer Margaret Qualley of “The Substance,” fame starred in the viral perfume commercial for the fragrance house Kenzo.
Beautiful Hollywood actress Margaret Qualley uses both her talent as an actress and a former ballerina, to shine in this role. Kenzo, which is under the helm of creative directors Carol Lim and Humberto Leon is known for its “hipness,” so the team reached out to Spike Jonze to direct the ad for the company’s newest fragrance. The commercial for the newest perfume “Kenzo World,” was directed by Spike Jonze and showcases Margaret Qualley’s range as an actress. Evocative of her Golden Globe nominated portrayal of Sue in “The Substance,” whose theme was about metamorphosis, Margaret Qualley shines in this depiction of a woman who asserts her independence in this unorthodox ad.
Her role as Sue in “The Substance” garnered her a best supporting actress nomination. In the Kenzo “world” commercial, she delivers a performance without words, just body movements. Margaret is dancing a dance that is composed of a series of contorted movements. In her interpretation of the dance, she pantomimes and uses elements of the ‘Katherine Graham’ interpretive style of modern dance. The commercial takes place in what seems to be an auditorium during an awards show. It unfolds with Margaret listening to what appears to be an acceptance speech that is presented in a muffled tone, which is evocative of how she perceives it, as she is deep in thought. Seated next to her is a woman with a necklace made up of eyes in the same design as the Kenzo World perfume bottle, which we will encounter again at the end of the commercial.
Margaret gets up and leaves the table in the middle of her reverie, as she wipes a solitary tear streaming down her face, and looks directly into the camera and breaks out in a dance. The interpretation highlights her talents as a ballerina, as well as an actress. The unique choreography for this commercial was done by Ryan Heffington, who choreographed Sia’s “Chandelier”commercial. This is both a music video and a perfume commercial. The video is described by associate creative director Taylor Francis as a “sequel” to Spike Jonze’s video for Fatboy Slim’s “Weapon of Choice,” which featured iconic actor Christopher Walken in it’s rendition. The music video proceeds to show Margaret Qualley, as she appears in an Emerald green gown and in tango inspired dance shoes. She dances to the song “Mutant Brain” with vocals by Asssasin. The song was created by the DJs Ape Drum and Sam Spiegal, especially for this commercial.
This fragrance commercial, which is described by W magazine as may be “the best perfume commercial of all time,” is an emblematic fragrance ad. In a break from a “stereotypical fragrance ad,” this advertisement is described by W magazine as “a parody of every other perfume commercial.” The grand finale of the commercial sees her jump trough a blue eye made of real flowers in the design of the Kenzo World fragrance bottle, as part of her interpretive step dance sequence.
