Frank Miller For Gucci Guilty
Witness the nerdy buffoonery of the trailer for Frank Miller’s commercial for the new scent from Gucci, Gucci Guilty. Certainly, this is not the first director-driven television spot we have featured on Coilhouse, Nadya having previously spotlighted David Lynch’s sixteen minute ad (Film? Vignette?) for Christian Dior. Gucci, however, is playing this one up as an event. The actual commercial hits a little under a month from now at the MTV Music Awards, no doubt preceding the long awaited Lady Gaga/M.I.A. Fish Slapping Dance Battle to the Death.
Entitled “Friendly Fires” “Frank Miller’s Gucci Guilty”, it stars Evan Rachel Wood and Chris Evans in a wire-frame world of imposing, CG skyscrapers and a distinct lack of color. Wood plays a femme fatale in a slinky outfit piloting a futuristic Jaguar XK120 on fire while Evans plays a gentleman involved with the aforementioned seductress. It is all very tried and true ground for Miller, a man whose greatest crime has been to take his credit as a director on Sin City seriously enough to convince people with money that he actually is a director. No doubt I will be accused of various degrees of hipster posturing due to this bit of nerd rage but Miller’s green screen chicanery is truly a film-making nadir — managing to take a style that produced some excellent comic books and turning it into a tired, vapid cliche. On the other hand, those same qualities might work well for pimping an over-priced, designer fragrance and indeed “Guilty” seems to share many of the same qualities that made Calvin Klein Obsession ads from the 1980s so absurd (and, some would argue, effective). It may be that Miller has finally found his niche.
Update: As BaggerMcGuirk notes in the comments, the ad’s title is not “Friendly Fires” as originally written in this post. Friendly Fires is responsible for the music in the ad.
Update the 2nd: The full trailer is online. Not much longer than the teaser, really.
Via Super Punch