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Gucci - The Exquisite Gucci Campaign (2022) :90 (UK)

“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift,” reads the notes from Alessandro Michele on this new Gucci campaign. The release says it "draws inspiration" from Stanley Kubrick's work.

Inspired or straight-up copied? It's difficult to tell where the line is drawn these days but now I want to watch every single Stanley Kubrick movie again, and maybe get myself some awesome Gucci platform loafers or an Adidas tracksuit. Whichever. 


The original "Shining" film has been interpreted to mean many things. An allegory of American imperialism. A metaphor for the genocide of Native Americans. A reworking of fairy tales, both Hansel and Gretel and the Three Little Pigs, with Jack Torrance identified as the Big Bad Wolf. Was it all about ghosts or cabin fever, or witches? Or... worse?


Not sure which theory Alessandro Michele subscribes to, he might just think "it looks cool".

Client: Gucci
Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographers & Directors: Mert & Marcus

Models' Make up: Thomas De Kluyver

Models' Hair: Paul Hanlon

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Anonymous Adgrunt's picture
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Andreas-Udd's picture

A carbon copy of something that was creative doesn't a great ad make.


Eyes Wide Shut, Clockwork Orange and the Shining which is about witches to me. The whole adidas, Balenciaga and weird occult pedobear junk shown in most recent campaigns is more revealing that I think people want to see.

Anonymous Adgrunt's picture

I thought the shining was about witches.