David Fincher Directs Rooney Mara in Calvin Klein Fragrance Ad | Adweek David Fincher Directs Rooney Mara in Calvin Klein Fragrance Ad | Adweek
Advertisement

David Fincher Directs Rooney Mara in Calvin Klein Fragrance Ad Take a trip Downtown

David Fincher's Calvin Klein commercial starring Rooney Mara exists in a dreary, dreamless dimension beyond banality and cliché. It occupies a zone so soullessly stylized that "style" loses all meaning … a wasteland so unironic that irony screams for release, only to go unheard. This 60-second black-and-white spot introducing CK's Downtown fragrance plays like an unfunny parody of its putrid genre—yet it's very real, which makes irony scream all the more. In other words, it's like every other pretentious, faux-artsy perfume and fashion commercial. Maybe more so. Fincher previously directed Mara in The Girl With the Dragon Tattoo and The Social Network. "Runaway" by the Yeah Yeah Yeahs plays on the soundtrack. The ad features puppies, buses, rain, subways, earbuds and a press conference. A lot of stuff happens in slow motion. Mara cracks a smile, which The Huffington Post seems to think is a big deal. I'm not sold on the name of the perfume, either. How does downtown usually smell? In my experience, it stinks. Print ad below the video.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.


Sign up for AdFreak Newsletters

Advertisement
About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS