Moving Image Analysis

No. 5 Film of 2004 is a short film that is 180 seconds long. Baz Luhrmann directed the
film which consists of starring Rodrigo Santoro and Nicole Kidman. It is the branded content
type of advertising films and an extension of Chanel No. 5 perfume television commercial. This
film was first screened in most North American Cinemas in Coming Attractions. On 2006,
during the Christmas season, a 30 second edited TV spot was aired on most networks in the
United States and Canada. As directed by Luhrmann, Nicole Kidman, the famous celebrity runs
away in the streets while in a pink dress. In the middle of the streets, she gets in a cab with a man
who does not know her. She makes a secret love affair with him and later went back to her life,
this time as a celebrity. Pictures of her are taken by paparazzi as she climbs up the stairs. While
still climbing the stairs, she looks at large letters that are on a buildings top which read COCO
CHANEL. Her lover who stands next to the letters smiles at her and she smiles back.
The film begins with a shot of Rodrigo Santoro watching a reversed large Logo of
“Chanel” at the top of the roof that overlooks the city. The director, Luhrmann has used the logo
in his other different works. The logo was used in a loft apartment by the name Moulin Rouge
where Ewan McGregor, a Christian and a penniless writer lived. The film uses searchlights in
several instances. The camera also makes flashes of white and black images of Kidman. These
flashes reflect the times of Marliyn Monroe. Making the section with white and black makes the

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piece to hold a timeless feel. The piece then turns to the colors of real life and combines them
with car horns. As part of the advertisement, Chanel and Coco words appear on the billboards as
Kidman runs into the streets from the car (Studentjess).
Luhrmann also uses white and black imagery in this film for text and with the newscaster.
He mixes the newscaster image with a type of font from Moulin Rouge. Just like in Romeo and
Juliet, the newscaster is also used as a narrator in this film. The newscaster tells the backstory.
His dressing appears to be those of 1950 attires. Luhrmann might have used the attire to reflect
Marilyn Monroe’s time. When Kidman gets in the cab with a stranger, she lies who she is. If the
film is based in 1950’s, she appears wearing a shirt and his jacket. This piece of the film makes
her appear to have freedom more particularly when pushes her pink dress to one side of the
curtain revealing her new look.
The images of the two lovers on the city are also a reflection of Moulin Rouge. However,
in this piece, Luhrmann makes it appear like nothing would have taken place in the absence of
this city. Towards the end of the film, the everyday life and normality is brought back when a
male figure (who seems to be her manager) appears telling her that she must attend an event. Her
reaction makes it appear like she has realized that the love affair would not last in the real world
as she has to be back to her responsibilities. The films takes the events back to a type of location
where Kidman appears in the event on a red carpet. Unlike in the beginning of the film, this time
camera flashes have colors.
The costumes used throughout the film bring a sense of reality. For instance the shirt and
the coat that Kidman appears wearing from behind the curtain makes the viewer have a feel of
the pre- modern times. Also, the pink dress she wears as she runs in the street and the black red
she appears with on the red carpet brings the viewer to the modern times. Kidman’s clothing

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style suits her in every situation. At the end of the film, Kidman walks away wearing a diamond
No5 necklace which is worth a fortune. This is also an indication of modernity.
Luhrmann uses a number of different shots in the film, each shot shows what is
happening. In different instances, extreme close ups are used on Kidman and her lover making
them appear frightened for example moments before she gets into the cab and when they are both
in the cab. Close- up shots are used to indicate their happy moods, for instance, when she says
that she loves to dance. Long shots are used to take away Kidman’s freight and the viewer’s
compassion that was brought by the previous piece in every case. For instance, when she runs in
the street, when they kiss and as she walks on the carpet. Luhrmann uses a point of view shot
towards the end of the film so that the viewer can see when the viewers look at each other
(Close-Up).
Camera angles are also used in different instances. A high angle is used when the lovers
are up on the logo, where she says that it was beautiful up there. Kidman appears weakened
below the camera in this angle and the beauty she speaks about is felt by the viewer. Panning is
used in almost every instance but it is used more when the camera takes the high angle. This
makes the vewer have the feel of the moment. The film uses the same sound throughout. It uses
the musical theme “Clair de Lune” by Craig Armstrong. The sound gives a sense of modernity
and provides a relaxed mood for the audience. The combination of the sounds, the lighting and
the colors within the film sets a clear mood of relaxation.
Luhrmann makes Chanel No 5 advertisement to strongly motivate the consumers to buy
the product once they watch the film. Luhrmann does this by providing appeals for the targeted
customers. He uses different techniques to influence the motivation. Such techniques as differing
camera positions and angles, the sound, costumes, point of view, lighting, setting, logos, symbols

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and a clear language all through influences the audience. First, it makes the audience get the
feeling of deep emotional involvement as they watch the advertisement. The film brings a deep
personal interest that is important in convincing them to purchase the product. By using Kidman,
an elegant beautiful and high class celebrity who escapes to an ordinary man, most women
would be influenced. The advert particularly influences the individuals who want to be beautiful,
elegant, classic and in a position of power.

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Works Cited

“Chanel No5 – The Film Nicole Kidman”. Vimeo. N.p., 2010. Web. 27 Mar. 2016.
“Close-Up: The History of Advertising in Quite A Few Objects – No 132: The World’s Most
Expensive TV Commercial.” Campaign (UK) (2015): 1. Business Source Complete.
Web. 27 Mar. 2016.
Studentjess, “Chanel No. 5- Nicole Kidman Advertisement”. Studentjess. N.p., 2011. Web. 27
Mar. 2016.