Spike Jonze’s ‘creative anarchy’ is good

On a scale of 1 to ‘shoot me’ — perfume ads generally rank as ‘I choose the Desert Eagle 50mm please’.

But director Spike Jonze has taken the opportunity to direct an ad for Kenzo, which somehow comes across as the freshest, edgiest, most feminine fragrance commercial ever conceived.

It’s ‘creative anarchy’ — a blatant disregard for ‘what should be done’ and rather a curious peek at what can be done if you are creatively free enough to really see what the combination of ‘film, lighting, human nature and a sick beat’ can create.

Something about Margaret Qualley’s ‘action woman’ performance is just so real, it just begs you to wonder what this stuff smells like. How is that possible?

Superb.