Chanel serves up a gloriously crazy audition for Chance

Jean-Paul Goude directs spot featuring choreography by Ryan Heffington

Published On
Jan 09, 2019

Editor's Pick

Chanel calls in the talents of filmmaker Jean-Paul Goude for its latest ad for Chance, and he serves up a gloriously crazy take on the concept of "chance."

The film takes the form of a massive dance audition, with unseen casting directors viewing it via a laptop and picking and discarding hopefuls from a huge cast of dancers in colorful tutus carrying chairs around a room (a form of musical chairs perhaps?). Finally four are chosen, and they jump onto a kind of padded wheel of fortune where they spin around kaleidoscope-style. (The four are supposed to represent the four Chance fragrances, including new fragrance Chance Eau Tendre.)

Choreography is by Ryan Heffington (Sia's "Chandelier," and "Baby Driver,") and it's set to a hip-hop soundtrack, "Perfect" by Brazilian electronic duo Tropkillaz, produced by Sam Spiegel. 

In a category full of head-scratching curiosities, this one's joyous, kooky fun.