I Am Attitude

Gucci picks David Lynch and Chris Cunningham

This has been a year of changes for Gucci, a new CEO in Patrizio di Marco and the launch of the companies first television advertisement spots. Gucci decided to do it in a rather unusual fashion, by tapping with what many consider to be two of the strangest and most original directors working today. First is the advertisement for Gucci by Gucci, a poppy number featuring a track by Blondie directed by the legendary David Lynch. Elements of Mulholland Drive, Twin Peaks, and Inland Empire abound in this one minute spot that drips pure Lynch all over Gucci’s brand, and yet, it works so well for them. It’s beautiful. stylish, offbeat, and has a decidedly hedonistic atmosphere to it, with just a bit of Lynch’s psychological and supernatural twists.

Next is Flora by Gucci directed by Chris Cunningham. It’s not nearly as dark or shocking as many of Cunningham’s video pieces, I would venture to say that what it is, is absolutely gorgeous. The floral aspects of the product are brought to the center in an evocative and ethereal thirty second spot. There is a light and airy feel that is a bit of a departure from the pieces that Cunningham is best known for. But again, it’s such a perfect yet unusual choice for a brand like Gucci to choose both of these directors.

– Luke

Luke Copping
Contributor
Luke Copping was a founding member and now is an occasional contributor for Auxiliary.
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