Petra Collins Drenches Gucci's New Eyewear Ad in Colorful Fever Dreams of Her Childhood

A spot with haunting magical realism

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


You know what’s funny about other people’s nostalgia? No matter how distant from your own experience, romanticized memory somehow always feels familiar.

To promote Gucci’s 2017 spring/summer eyewear collection, photographer Petra Collins created “A Hungarian Dream.” The video—which has that tantalizing familiarity, even when it’s alien—is fueled by her own childhood recollections.

Imagine bike rides through the dusk, and watching TV with your dozing grandma, laced with the oversaturated quality of old-school Gucci.

Set to a Baustelle cover of Billy Idol’s “Eyes Without a Face,” which lends a Stranger Things vibe (without the wall-bending monsters), the video conveys kitschiness without actually being kitschy.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in