Chris Cunningham, the king of creepy/pretty/genius/mind-bending video making has teamed up with Gucci to shoot a spot for their new fragrance, Flora. With Donna Summer's "I Feel Love" remixed to haunt the background, Cunningham has created a softened, glowing '70s look for the advert.
Of course, in true Cunningham fashion (see Madonna's Frozen, Bjork's All Is Full of Love, and Portishead's Only You for reference) there is some dark energy swooping in and out of the lush, petal-laden flower fields. In the longer version of the commercial, there are more than a few seconds where you aren't sure if the long-locked woman swaying in the strong breeze is going to explode or what. She winds up fine, and I assume smelling like flowers. Here's some video footage from behind the scenes on the set of the shoot. Youtube yanked the sound, but watch and be amazed by the light and floating petals and the wind machine.
I read their lips actually, and I think they saying "Blah, blah, blah, we wanted something pretty and flowery but powerful. Blah, blah, blah." My favorite part of this spot is the gorgeous lighting. Sunset? Sunrise? Glow.
Here's Donna Summer feelin' some love back in the day:
Great song and even better robot moves, Donna!