More and more I’ve been trying to lean into the things that make me, me. Getting a bit obsessed and involved over a particular image, show, campaign or music video is always something I’ve enjoyed doing, but I’ve never really shared it anywhere. But recently, I realised that it could be the way I interact more on social media. I know, social media can be a cesspit of human fails, but it also can be a creative outlet. I just think I’ve always assumed that this outlet involved me having to do dances that make me feel silly, bare my soul, sell my soul for products or rant at the world. Instead I can use it to share the things I’m interested in and if you’re interested too, then hey, it serves another purpose.
So this week’s obsession has been the advert for the new refillable Prada perfume: Paradoxe. Here’s why it’s interesting to me.
What’s a paradox?Firstly, in case you’re sat there wondering exactly what is a paradox – like I was; it’s a statement that may seem contradictory but can be true, or at least make sense. For example, the phrase, ‘less is more.’
The hashtag for the campaign is in itself a paradox: #neverthesamealwaysmyself hints at how although we are individuals, we can take on many forms, literally and figuratively.
The campaignPrada chose actress and activist Emma Watson to be the muse and invited her to write her own script, narrate the story and direct the visuals. It’s actually been hilarious to read some of the comments on sites such as The Daily Fail; a lot of men seem to be really upset that the Harry Potter actress got the gig. What’s interesting is the seeming action of putting the actress in charge, of her vision, how we see her; several comments on YouTube suggest that viewers are truly involved and invested in learning more about Emma not just the new fragrance. I find that interesting because of course it could be a gamble for the brand; this could be a move that’s bigger for the actress than the perfume.
