With new Chance ad campaign and game, Chanel targets Gen Z

On January 2, French luxury fashion house Chanel quietly posted a new campaign on YouTube that has also been making its rounds via TV ad spots.

Appropriately titled “The new Chance campaign,” the 30-second video is a colorful and playful ad for one of Chanel’s most iconic fragrance collections: Chance. The short film shot by French filmmaker Jean-Pierre Jeunet, who was also behind the 2009 Chanel No. 5 film “Train de Nuit” featuring actress Audrey Tautou, is a new iteration of the classic campaign and seems to target Gen Z. Chanel tapped models Amiah Miller, Zuza Bryk, Mathilda Gvarliani and Maty Fall to represent the four Chanel Chance fragrances and musical duo Ibeyi to perform the original song for the 2024 campaign.

“One night, 4 young women, brought together by a lighthearted love for the game and bound by friendship, try their luck. Joyful and carefree. Each scent has its own personality: energizing Chance Eau Fraîche, delicate Chance Eau Tendre, bold Chance and optimistic Chance Eau Vive,” the brand captions in the YouTube video that now sits at 813,000 views. The campaign is also running on Chanel’s Instagram.

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