Jimmy Choo | I WANT CHOO Fragrance
https://www.youtube.com/embed/WnC7V37ILR0
Messaging: instead of seeking to it to communicate value around a product this ad seeks to present a world, which is assumed to be attractive/desirable for its prospective consumers - the ad seeks to sell a lifestyle (an aspiration). Simon: this could logically be discussed in terms of Jean Baudrillard's theory of sign value i.e. that in fact, it is what Jimmy Choo's fragrance 'signifies' (means) for their target consumer - rather than the mere 'functional value' of any such perfume.
