Kenzo world "the new fragrance" (2016) 3:48 (USA)

In this Spike Jonze ad for Kenzo, Margaret Qualley breaks away from pretending to laugh at banquet jokes and her so-called role in society to dance by herself through a building, all to an original soundtrack created by Spike's brother, Sam Spiegel.

People are describing this spot in such glowing terms as being the complete antithesis of the usual perfume ad that usually features a demure woman acting all dramatic and caressing a bottle.

That may be true for perfume ads. But it's also the same exact concept as Jonze's Weapon of Choice music video, in which Christopher Walken, also beaten down and out of place from the societal demands of being a businessman, frees himself by dancing when no one is watching. So score one for female empowerment, but minus two thousand points for repeating yourself.

Client: Kenzo Director: Spike Jonze Music: "Mutant brain," by Sam Spiegel Principal talent: Margarey Qualley Choreographer: Ryan Heffington Creative Directors: Carol Lim, Ryan Heffington