Watch Spike Jonze’s Delightfully Insane Perfume Ad Starring Margaret Qualley
Back before he made fascinating films like Adaptation. and Her, Spike Jonze was best known for directing music videos for the likes of Bjork, the Beastie Boys and Fatboy Slim — the latter is of particular relevance here, as Jonze’s latest project is a wildly entertaining perfume ad evocative of his classic video for “Weapon of Choice.” You might even call it “Weapon of Choice 2.0.”
It’s actually titled “Mutant Brain,” and while we anxiously await news of Jonze’s follow-up to 2013’s Her, we have this delightfully bonkers video starring Margaret Qualley of The Leftovers. The ad is for KENZO’s new fragrance and also serves as an official music video for the track by Sam Spiegel (Jonze’s brother) and Ape Drums. Those sick dance moves come courtesy of Ryan Heffington — the award-winning choreographer behind Sia’s videos for “Chandelier” and “Elastic Heart.”
Heffington’s handiwork is pretty evident as you watch Qualley quirky-dance her way through a fancy hotel, which is fairly similar to little Maddie Ziegler’s intense moves in those amazing Sia videos. The ad is also a great follow-up to “Weapon of Choice,” Jonze’s Grammy and VMA-winning video for Fatboy Slim, another dance-heavy project which memorably featured Christopher Walken.
In an interview with IndieWire, Qualley described Jonze’s wonderfully subversive vision for the ad:
When we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It’s very multi-faceted and different; it takes the spectator by surprise.
Jonze has yet to announce his next film project, but he’s kept pretty busy in the last couple of years; he directed a new opening for The Late Show With Stephen Colbert, and videos for Kanye West and Arcade Fire. The director, who is also a longtime partner of Vice, took some time out earlier this year to help oversee aspects of the company’s new Viceland TV channel.