Naked truth: Chanel releases lost Monroe footage

18.11.2012 Advertising : Faction Marketing : Films

Paris – Chanel has released Marilyn & No. 5, the second short film to appear on the brand’s self-mythologising website, Inside Chanel.

The film sets out to create an aura of mystery and excitement around one of Marilyn Monroe’s most famous off-screen quotes. Asked what she wears to bed, Monroe responds: ‘Just a few drops of No. 5.’

The story is straightforward enough, but the film shrouds it in layers of intrigue, with just a whiff of conspiracy. As a vintage tape deck rolls, we learn that Chanel has only recently discovered a recording of Marilyn mentioning No. 5 in a 1960 interview for Marie Claire. It is thought that such an iconic piece of tape must have been deliberately concealed until now.

Chanel is one of several luxury brands, including Burberry, to have recently created a dedicated heritage website. With its combination of history and storytelling, the Chanel campaign is a great example of Faction Marketing.

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