Luxury brand Chanel lit up the Las Vegas Sphere with a new spot introducing its latest fragrance, "No.5 L’EAU."
The advert, which marks Chanel as the first beauty brand to team up with the Las Vegas monument, boasts stunning yet simple visuals of water droplets falling in reverse against a clear white backdrop.
The entire sphere is then submerged into the clear liquid, as waves of it bounce from corner to corner.
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It ends with the name of the new scent, "No.5 L’EAU," and its bottle slowly being revealed from flowing abstract visuals.
"New limited edition," the screen writes as the commercial ends.
The new initiative aired for a week until June 20.
Why Chanel Chose the Sphere
Chanel Head of Global Creative Resources Thomas du Pré de Saint Maur takes price in the brand possibly being the first luxury fragrance at the Super Bowl and the first to have a cinematic director work on its commercials.
Additionally, he believes that we live in a period that is at best "about buzz," and a lot of brands get lost in that.
For Chanel's marketing strategy, it's all about being aware of what's happening and what makes sense for its name, culminating in an execution done grandly, like this Las Vegas Sphere spot.
The No.5 L’EAU will come in a drop-shaped bottle, which influenced the brand's decision to promote it at the Las Vegas landmark that has a similar shape.
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du Pré de Saint Maur says this mirroring felt obvious, but having adapted an ad in this format posed challenges to, which led Chanel to go out of its comfort zone.
Nonetheless, he states that the LED screen had "something very fluid and organic and liquid about it."
du Pré de Saint Maur further believes the sphere ad's minimalist visuals can captivate audiences and send out a strong message.
"Vegas has such big commercial advertising, so being there and being quiet for 90 seconds is a little parenthesis of calm, which will catch attention in its own way," he said in a statement.
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Editing by Katherine 'Makkie' Maclang