Chanel sets US$35m record with Kidman for mini-film

The three-minute TVC reportedly cost the fashion house US$35 million, with Kidman herself being paid almost the same as she would for a full-length feature film. Directed by Baz Luhrmann, the ad recreates the scene set by the hit film Moulin Rouge. Kidman plays the world's most famous actress and is seen running from screaming fans and paparazzi into a taxi, where she meets a young writer (actor Rodrigo Santoro). They spend a passionate night together, but in the morning she returns to her glamorous life and leaves him with only memories. The only references to the brand are an enormous logo in glittering lights seen on top of his apartment building and Kidman is seen wearing a No.5 diamond pendant down her back. The TVC had its global premiere in Australia's Channel 9 in early October and has now launched in the UK, across Europe and the US. Hong Kong has been the first Asian market to air the TVC on terrestrial channel TVB World in early November. In the UK, Australia and the US, the TVC has been aired in cinemas prior to films such as the new Bridget Jones movie, underlining a new push by Chanel to reach a younger audience and rejuvenate the 83-year-old brand. But the jury is out other luxury goods competitors will copy Chanel's extravagance. Charles Brian-Boys, managing partner of Motiv8, commented that Chanel had simply tapped into the existing fantasy created by the Moulin Rouge film to boost the brand: "They are spending the money to give a shot in the arm to a flagging brand icon." Brian-Boys also noted that the media budget would not be able to sustain a two- or three-minute TVC over a long period of time and would likely be trimmed to a regular 60- or 30-second spot. Media buying worldwide has been handled by MEC. The TVC has also been accompanied by an extensive print campaign.