April 6, 2013

Wes Anderson and Roman Coppola Team Up to Make a Short Film for Prada Candy L'Eau Perfume

Frequent collaborators Wes Anderson and Roman Coppola get together once again to bring us a short film for Prada's new fragrance Prada Candy. The film has its auteurs' thematic, cinematic, and aesthetic fingerprints all over it, which makes you forget that you're in fact watching a commercial. Set in France, the film follows two young and attractive men as they vie for the affections of the beautiful "Candy." Watch the short and go behind the scenes after the jump:

Mirroring the fragrance itself in its tone, mise-en-scène, and actress Léa Seydoux, this "filmercial" (thanks Fashionista for that gem!) is playful, seductive, and warm. It reminds me of the Nouvelle Vague films of France made in the late 1950s and 1960s, and obviously pays homage to François Truffaut's Jules et Jim (my second favorite movie of all time). "Candy" is a precocious young woman with the joie de vivre of Jeanne Moreau's "Catherine," while "Julius," Rodolphe Pauly, and "Gene", Peter Gadiot, follow her around awestruck.

Even though the narrative is simple, the film about this ménage à trois garnered significant attention, so much so that a behind-the scenes-featurette was made. In it the characters as well as Coppola talk at length about the character of "Candy", who seems to emulate the attitude and spirit Prada envisioned for their fragrance. Coppola also goes on to describe what it's like to work with Anderson, stating that, "We've done a lot of different things together, so it's quite natural to work together and to feel -- you know -- in sync about what we're doing."

What do you think about Anderson and Coppola's short film? What do you make of filmmakers like this making commercials, and what does it indicate, if anything?

Link: Prada Candy L'Eau -- YouTube

[via Creative Planet Network]

Your Comment

23 Comments

I'm from france, and to be honnest i hate al those weird commercial things. The first time i saw it i though that all those advert for parfume are for people form an other world. Moreover i though that all those kind of "Pub" (advert) like we say in france confort these foregner's ideas that they have about france, all those cliché. France isn't like that !

and i just talk about the advert and there aim. I realy like how it is shot anyway.

April 6, 2013

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Anton

Hey Anton - have you seen any of Anderson's films? They all have that aesthetic - he doesn't go for realism. His films (and apparently now filmercials) take place in an alternate, 60s inspired, reality. The France portrayed here is like the New York portrayed in the Royal Tenenbaums :)

Personally, I'm more bummed about the perfume bottle popping up every minute. It could have been incorporated much more subtly. It's weird how brands now commission art, but I guess it used to be aristocrats, the church and wealthy individuals in the past. The power has shifted to multinational conglomerates and this is the natural outcome. Artists have always relied on patrons.

Would you rather make films for the catholic church or a corporation?

April 6, 2013

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(sorry i have some difficultese to express myself, my english isn't enought good to talk about this kind of subject)

Yes i saw moonrise kingdome and i realy liked it, the way it is shot, it is his signature. And i love that !

Wath i wanted to say is that all those parfum comagny use the talent of directors for their brand, and i don't like it, especialy when it's very good directors like anderson. I mean this is art to me and it can't be transformed into commercial... And the thing is that here parfume brand try invert this. Make people think that this is art, parfume is link to art, this kind of thing.

April 7, 2013

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Anton

I wish that the new pope asks me to shot an image film about the bible. a mix between 2012 and django

April 6, 2013

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Kenzo

It indicates easy $ and experimentation for filmmakers that need it.

April 6, 2013

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T

I love to be reminded why I cant sit through Andersons films, when you cant be funny (which takes talent)
you go for "quirky". enough of this ode to the 60s Paris, or ode to 70s camp, can someone come up with something original??? oh well if your going to sell out and make a lame commercial it kind of sums up your worth as a film maker already.....

April 7, 2013

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stanley K.

Anderson has a very original style. No one is like him. Most directors are unidentifiable in their style, whereas the likes of Anderson direct the shit out of their movies.

April 7, 2013

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brett

yes he has his own "style" doesn't make it a good one, that was a very clunky commercial, had no flow and was quite boring. so if that's his style, makes sense why no one copies it.

April 7, 2013

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stanley K.

Seriously... Who are you to talk trash about Wes Anderson, have you even
seen his movies? You're allowed to have your own opinion, but fact is that
he's a great director. Even if you don't like his movies you should be able
to see that.

April 8, 2013

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sorry kind of harsh.....

April 7, 2013

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stanley K.

What are names of the two songs in the 'Behind the Scenes'?

April 7, 2013

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Conan

Conan, I think they only used one song which is "Le Temps De La Rentrée" by France Gall.

April 7, 2013

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V Renée

I'm confused by your last question, "What do you make of filmmakers like this making commercials, and what does it indicate, if anything?"
http://www.thedirectorsbureau.com/
Roman owns the company and Wes has been there for a long time.

April 7, 2013

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jamie

Jamie, basically what I was wondering was if anyone had any thoughts about filmmakers getting into advertising. I see some people see this as a "sellout" move, whereas other people may be excited to see commercials made by their favorite directors. Personally, I probably won't be buying this perfume any time soon (unless it smells and tastes like brownies), but I did enjoy the advertisement.

April 7, 2013

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V Renée

"about filmmakers getting into advertising"--

This has been happening since forever.

Fincher: http://www.adweek.com/adfreak/10-great-tv-spots-directed-david-fincher-1...
Anderson: http://www.adweek.com/adfreak/10-great-tv-spots-directed-wes-anderson-13...
Scorsese: http://www.vulture.com/2010/08/see_martin_scorseses_commercia.html

Consider Tony Scott, Wong Kar Wai, et al.'s work on The BMW shorts for the Driver. Jason Reitman, Michael Bay, Michael Mann, Spike Jonze, all have done commercials. Spike Lee's Nike commercials. Jonathan Glazer's work-- his Levis ad Odyssey, in particular. Duncan Jones's commercials, before Moon. Etc. (Tarantino's starred in commercials in Japan).

And of course the 70's / 80's wave of British commercial directors-- RIdley Scott didn't make a feature-length movie until he was, what, 40 because he was working primarily in commercials. And continued to make commercials after-- the famous Apple 1984 ad, say. (The list only grows if you consider a music video a commercial, which it is, of sorts).

Plus, advertising filmmakers ARE filmmakers, potentially; most may be terrible, but Joe Sedelmaier, say, was a filmmaker with a distinct visual style, wedded to a unique point of view on people, Americana, etc.-- why is he not a "Filmmaker" just because he worked almost exclusively in advertising?

April 7, 2013

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tstwt

There's no doubt that major directors have done commercials before and after making feature films. My question was what do people think about famous directors making commercials, especially when auteurs like Anderson and Scorsese make such artful films that exemplify film as art. I wanted to open the conversation about art and commercials: Are commercials art? Since commercials are inherently consumer-focused, what does it mean if an auteur makes one(if it means anything). Can art and consumerism go hand in hand? I had the image in my head of Picasso creating a spread for a car advertisement. Would it be the greatest car ad ever made or would he be a sellout? Both? Neither? (I don't have the answers -- just posing the questions.)

April 8, 2013

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avatar
V Renée
Managing Editor
Writer/Director

I love the idea of a Picasso produced ad for the Ford F-150, picture it in Guernica. For the real question, when is work produced by an artist not deemed to be art? In the last century some argued that once you do something for money, its no longer art, inferring that unless the artist has an emotional attachment to the subject matter, what's created can't be art. That obviously discounts the artist's talent and technique in manufacturing an image or telling a story but, does it define art?

April 10, 2013

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Filmmakers make films.....they do not make commercials!

April 8, 2013

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Thank you tstwt, that's exactly what I was trying to say.... Only hoping people would discover it for themselves.
Even Will Smith directs commercials and Christopher Guest has been doing it forever.

April 8, 2013

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jamie

Léa deserves better than Wes Anderson.

April 9, 2013

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george

Hmmm I found it really weak overall, and not even all that pretty.

April 12, 2013

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Batty

Clayton Cubbitt made a good point:

"The concept of "not selling out" is inherently elitist, as it would reduce the ranks of "authentic" artists to only those with trust funds."

November 17, 2013

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dispophoto

Making a TV commercial can be a highly creative and fun endeavor, although perhaps 99 percent of TV spots are crap. It can also be a fun job dependinbg on the client and project of course. For a feature director I would imagine a short form film that is only :30 seconds or a minute would be a refreshing change of pace and allow them to experiment with ideas that would not necessarily work for a longer movie. I recently shot a couple short low budget local Porsche films with a few 5D MKIIIs and Go Pros and had alot of fun. The collaboration with the client to find the right concept for their brand, then execute that concept to fit the budget and schedule was a worthwhile challenge.

August 5, 2014

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rob