Vintage Advertising Champions: Part of The Art of Living

In a totally typical of 1970s sensibilities pose and text, this print ad for 4711 Eau de Cologne reinforces the idea of scent as a well-being gesture. A luxury for every day, a quotidian gesture of pleasure after the bath or shower, the complement to your soap.

The scent of 4711 Eau de Cologne typified a whole generation in Greece; everything was bathing in it, it seems. But the memory and generational seal hasn't vanished. There came Greek equivalents like the lifestyle Mirto cologne which came in lemon, reminiscent of 4711, and in lavender, to be shared by the whole family as shown in the below commercial from the 1980s.
"You wear Mirto and you feel the coolness.
You wear Mirto and you feel the freshness.
You wear Mirto and you feel so much better,
Mirto, Mirto, Mirto"

There is also the continuous presence of the concept of Eau de Cologne in a retro style context in contemporary culture too!
Rous (in the music video below) recorded the song 4711 in 2013, in which it's incessantly referenced how the singer loves the trail of his fragrance wafting from his girlfriend after having sat at the back of his motorbike or from his left-over blouse in her apartment and just how much he loves it when strangers ask what cologne he wears. A genuine case of sensory pleasure becoming intellectual stimulus!




But the piece de resistance is probably this incredible commercial for 4711 from 1971 I found on Youtube. Tagged "the Body Cocktail" it puts the fizz in cheese; not a cheesy bone in its body. Enjoy!

Dreaming of Teenage Suicides & Blue Valentines: The Advertising of Marc Jacobs Perfumes

I have been watching Marc Jacobs perfume commercials for the last five years or so (latest has been for Daisy Dream, a flanker of the original Daisy by Marc Jacobs, after Daisy Eau so Fresh) and I am constantly questioning myself about who they're aimed at really and who can identify with the nubile, hazy, virginal waifs he's depicting at an alarming rate; surely the teenagers are far too street smart to be that innocent, right? And they're young enough not to need to recapture their youth via image associations? Far from a feminist issue (others have tackled this more effectively already), I'm calling the bluff out on an aesthetic issue. The tone is set on a dreamlike sequence, grunge fashion style, with flou ~natch, strike that out~ bad lighting (and small lights creeping up from one focal point on the screen, so 70s) and certain cinematic techniques (gros plan, travelling etc.).

Basically they all look like they're shot by the same director (Are they? If anyone knows, please chime in).

Yes, really, they do.

They invariably remind me of the stylistic approach of two movies: The Virgin Suicides (with its nubile girls aplenty) and Blue Valentine (true life dystopia condensed in two hours or less). The trouble is those are sad movies, I mean really sad. Did I mention they're sad? (And they're absolutely great, go watch them! Like right now).

I can see nothing of the thought provocation that Eugenides's book (on which the movie was made) sparks or Cianfrance's darkish realism in the actual Marc Jacobs fragrances, you know?

Obviously lots of other fragrances have used visual and artistic references which do not correspond 100% to their actual scent (you can find several in our articles under Advertising) but at least they hinted at something a bit less uniform, less mass generated, less dull than the Jacobs brand is churning out. I don't know, maybe I'm grumpy today, what do you all think?