1 Million: Chic, luxury and impertinence for an original fragrance. Breaking the codes of masculine perfumery while offering a story with a strong and impertinent fragrance: One Million had to be exceptional. Between the fragrance, the packaging, the visuals and the advertising communication, all the elements came together in 2008 to make One Million a perfumery success.
Since the dawn of time, gold has been a material that fascinates men, regardless of their culture and origins. It is therefore only natural that Paco Rabanne decided to draw inspiration from it to create some of his works. At first, he made it into a luxurious dress. Then, in 2008, he crafted a perfume from it: 1 Million. Presented in a bottle shaped like a gold bar, this flashy and exuberant juice has remained, ever since, among the best-selling fragrances on the planet. But what accounts for such success? Beyond its bling-bling bottle and fruity scent, 1 Million also owes its success to its many elaborate advertisements. In 2019, numerous symbols found their way into its television campaign. A breakdown.
1 Million, a bling-bling advertisement highlighting the codes of luxury
The 2019 advertisement for Paco Rabanne’s 1 Million perfume plays on the song Rapper’s Delight by The Sugarhill Gang, used several times in Paco Rabanne campaigns. As a reminder, this is also the very first song by this American hip-hop group, released over 40 years ago. No matter: its rhythm remains as relevant as ever, while being perfectly anchored in the collective memory!
Here, several young people dance to this rhythm, while stringing together the codes of luxury and provocation. Snapping their fingers, and dressed very elegantly, they conjure up here and there a whole host of clichés and symbols of wealth. First, there is a diamond, the emblem of Lady Million, the feminine counterpart to 1 Million. Then come jewelry, poker cards, vintage cars, or even an entire shopping cart filled with gold bars, all appearing on screen. Paco Rabanne thus strings together numerous ostentatious signs.
Diversity, a strong symbol in the 1 Million advertisement
Beyond this very superficial aspect, it should be noted that the advertisement for Paco Rabanne’s 1 Million is much deeper. Indeed, it carries a genuine message of diversity and sharing. One notices that men and women are present in equal numbers, and that there are as many Black models as white models. The message? Everyone has the power to achieve glory and success, regardless of gender or origin. This is an ode to celebration and social diversity. So who are the faces featured in this advertisement? The Black top models are named Londone Myers, Alton Mason and Joey Bada. Dree Hemingway, for her part, is still present, but has changed her look, daring for the very first time a short haircut. She is joined by young Russian top model Simona Kust, as well as American model Levi Dylan, grandson of Bob Dylan.
This campaign was directed by Olivier Hadlee Pearch.