I first saw these ads when I was 14 and fell in love with them. The style was inspired by famous portrait photographer Richard Avedon who took photographs of people using nothing but a white background and black frame. He also introduced the spliced frame which is what these commercials utilize. The music is that 90's alternative style with soft guitar strumming at the beginning and end briefly broken in the middle with 60's lounge lizard music. They're very well done.
Photos by Richard Avedon
ETERNITY
The Eternity commercials came out in several stages. The first couple where done just with Christy Turlington and a lover. The music is pensive, haunting, and quite beautiful. Again, the black and white, and always the rush of the ocean to begin the commercial. The way the camera zooms close to the faces and then takes an aerial shot of birds flying over water almost seems like the beginning to a spy movie...something forboading will happen...it builds tension. The second two commercials were also in a series along with a photo campaign depicting a family. This is always how I wanted life to be: with your love and love ones, at the beach, almost as if in an ethereal dream. The frames are photographed in a way similar to the way a dream feels, or the way old memories flash through your mind. I wish I had these on a dvd as well...the only thing that is a bit cheesy are the words...I prefer the silent commercials (only music and waves) but they're very well done.
SUMMER
The last commercial is a campaign for CK Summer. I'm surprised i liked it as I don't generally prefer the newest Calvin Klein ads. Again, the sounds of crashing waves (i'm sensing a theme that i prefer) and the tiny movie again is depicting a beautiful slice of life...which is why they're brilliant ads....the commercial is not only selling parfum...but a beautiful way of life.
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