I saw an exhibition by Chappelle in Amsterdam in Summer 2009 and kind of liked what he had done, so when I saw this I naturally took note. From a consumer perspective we think he’s made the somewhat ugly Maybach seem a lot younger, hipper and edgier. But is that the crowd a company who makes £300,000 cars is appealing to??… Is there really that many 20 something year old’s shopping for Maybachs….. maybe so?
I thought this explanation of the add was pretty interesting anyway….
Oh how original, using nazi decadence as a tool to sell luxury German goods. How edgy to portray 1932, the year the nazis openly gained power in Germany.
Daphne Guinness (the badger haired woman in the body stocking) is the granddaughter of Bryan Guinness, 2nd Baron Moyne and his first wife Diana Mitford (http://en.wikipedia.org/wiki/Diana_Mitford)
Diana Mitford was one of the Mitford sisters, she was an infamous (and unrepentant) English fascist and anti-semite who later re-married Oswald Mosely in a ceremony presided over by Hitler & Goebbels.
I’m sure Lachapelle will claim it shows the end of the Wiemar republic, when in reality the inclusion of a Mitford utterly changes the meaning to the rise of Fascism.
I must admit when I first saw it, I thought more ‘Glenn Close’ 101 Dalmations, but never the less this is an interesting insight into the thought patterns of Chappelle and probably a pretty accurate one, judging by other political statements that i have seen in his other work. A very politically sensitive era to touch on for an advert though, whichever way it may be portray.
From an innocent outsiders perspective looking in though, it makes for a pretty nice shoot overall.