'Downtown' by Calvin Klein

This advert was created by director David Fincher, including Rooney Mara as the main icon for the new fragrance by Calvin Klein.

 The use of black and white filming captivates the audience and gives a classic and elegant feel to a selection of modern everyday scenes. With the lack of any special effects, bold titles or catchy slogans, the advert gives centre focus to Rooney, with her simple movements and looks enough to enthral you in the scenes. The use of slow motion in the scenes gives you more time to take in what she’s doing, and how the simplest movement of objects is exaggerated to make both her actions and everything around her more momentous.

 When I watched this for the first time the thing that caught my eye was the fashion and dramatic attention on simple things, a normal characteristic seen in perfume adverts. However some people may not see this as an obvious advert for Calvin Klein, and instead recognise her as “the sexy woman from The Girl with the Dragon Tattoo", making it more memorable for its model rather than the product itself. Using a provocative woman like this not only shows that this perfume makes you more attractive, but captivates a male’s attention and so widens the audience.

The main idea represented from this advert is that the product not only gives you charm and elegance in the everyday routine you endure, but that it almost changes you into a celebrity. However it is not over the top with flaunting a showbiz lifestyle, as you see Rooney’s almost ordinary side with her childish appreciation to a cute puppy and care free dancing with two other children. This makes the audience feel that this product may give them a celebrity quality, yet not change ones attitude that overwhelming showbiz may bring. Therefore the audience feel they can relate to the advert so think that the product is the right one for them.

This advert has been broadcasted to show that the exciting qualities of being famous can be achieved in everyday life with the simple use of the product.