Television adverts are amongst a real hatred of mine and pretty much everyone’s life.
Just as you’re getting to a good part of the programme, some smart arse wants to tell me how clean my windows can be, or how much lettuce I could save on life insurance. It’s getting ridiculous!
However, not all adverts are ‘pop this’ and ‘Ed Sheeran that’.
Because modern fragrance adverts are much more suave and sophisticated, much like a centred Monte Carlo hotel. That sort of class.
But despite the settings of fragrance adverts being crisp, modern and as bang up to date as the latest IOS software. There’s always a classic car in these things. And why is it that older prestige cars take the leading role over modern ones?
I think I’ve worked out why-
New Cars Are a Symbol Of Showing Off
Think about it- In the beautifully shot Gucci advert from 2013, we see James Franco cruising in a 50 year old Lamborghini 400GT. This is a car that was born in an era where washing machines were a luxury.
But still, you can start to understand why Gucci is using this car if you then imagine Franco in the same advert, only with a new Huracan…
The modern Lambo would be FAR too flashy and uncool! Whereas the mahogany filled 400GT tells the world that the fragrance you’re buying is made with taste and thoughtful prestige.
Nobody is going to watch the ad and think: “Oh my, what an awful poser!” And that’s the exclusive class that classic cars portray to people. It’s truly fascinating!
Fragrances themselves aren’t about showing off, they’re about tastefully hinting to others that you have pure style!
Old Cars Are FAR Sexier
Here’s another hit by Gucci to back my point up- It shows Gal Gadot (*wolf whistles*) being represented as a symbol of a sophisticated, yet seductive view of what men might experience with women.
And fragrance plays a big part in attractiveness. So why should a bland, blingy shape be driven by this suave girl?
To represent sexiness and seduction- you realistically have to look back in terms of cars. And the Mercedes 300SL Gullwing is amongst one of the sexiest of them all!
You simply couldn’t imagine Gadot in a modern AMG GT, because then the sexy representation is ruined.
It sort of goes back to the thing about taste. If any car in the ad is going to look seductive, yet suave, then this Gullwing was always the answer.
Old Cars Fit Perfectly With The Settings
Have a look at this ad with Scarlett Johansson representing Dolce & Gabanna.
We hear the majestic Italian music and are moved by the black and white theme, there’s the impression that you’ll see a car from a foreign love films of yesteryear.
And so it turns out. A car as pretty as Scarlett herself, an Alfa Romeo Guiletta Spider, appears.
This car effortlessly fits in with the typical settings of a fragrance advert. It’s meant to be classy, tasteful and reminiscent of retro sophistication. (Used those words again…)
A modern Alfa Gulietta would be boring, dreary and most of all, unimaginative.
Classic cars with good reason, fit absolutely perfectly with the settings of the advert.
They Match The Actual Product
Think about it- when you go to a shopping mall and see a fragrance product, it’s not what you’d call….. modern.
Most high end fragrances tend to be packaged, in order to look prestige, heavy, expensive, yet quite retro.
The glass casing with the shiny chrome lids, valves and logo are in a way, a direct reference to an old classic car.
For example, the fragrance shown at the end of the advert below is weirdly similar to the 190SL that’s shown! This shows that these advertising campaigns have incredible attention to detail.
You could try looking, but you won’t find a fragrance that references a modern car anytime soon.
Nevertheless, there’s the main reasons why fragrance companies use classic cars in their advertisements.
Bit different, but hope you enjoyed the article!