Is Spike Jonze’s New Kenzo Ad the Best Perfume Ad of All Time?

Perfume ads are a bit ridiculous. How do you capture the essence of a fragrance on screen? We’ve come to expect something like the image of a statuesque beauty making her way through a crowd while all eyes follow her every move. Maybe she tears off her gown to reveal both the strength and vulnerability that lies underneath. Or maybe our heroine is just having a gay ol’ time rolling around in a field of poppies. Or maybe she’s shooting laser beams from her fingertips as she dances in a frenzy. Wait, what?

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In what can only be described as one part Christopher Walken in Fat Boy Slim’s Weapon of Choice, one part Gene Kelly and one part X-Men mutant, this Spike Jonze–directed ad for Kenzo’s new Kenzo World fragrance starring The Leftover’s Margaret Qualley is a quirky and feverish tour de force. Is it the best perfume ad of all time? We can’t know for sure, but it’s definitely one to watch. And if it makes you feel half as energetic as our heroine, we want to bathe in it.