Sia and Beyoncé Keep Older Ads From Chanel and Dior Feeling Fresh

A pair of 2017 spots return to our list of most Shazam'd ads

Soundtracks play a key role in fragrance advertising.

In a category where the storytelling is often cryptic, songs provide much of the ambience for celebrity-driven global spots. Two such high-profile perfume ads released last fall—for Chanel and Dior—are getting new life this spring, thanks in part to their memorable music. And in fact, both were among the most Shazam's ads of last week.

The 2015 Naughty Boy track "Runnin' (Lose It All)," featuring a vocal by Beyoncé, powers Chanel's 1:40 film starring Kristen Stewart. And Sia's 2014 hit "Chandelier" provides the backdrop for Dior's 45-second mini masterpiece for Miss Dior.


MISS DIOR – The new Eau de Parfum

The two spots were released within a few days of each other last fall. But they continue to air, and were both among the five most Shazam'd ads of last week—with Chanel at No. 3 and Dior at No. 5.

The Apple and Target campaigns featuring the music of Sofi Tukker and Maren Morris, Zedd, and Grey once again filled the top two spots. Another older spot, Walmart's "Best Birthday Ever," set to House of Pain's "Jump Around," also cracks the list at No. 10.

1) Apple

Track: "Batshit/That's It"

Artist: Sofi Tukker

Agency: TBWA\Media Arts Lab

iPhone 8 (PRODUCT)RED™ Special Edition — Apple

2) Target

Track: "The Middle"

Artist: Maren Morris, Zedd & Grey

Agency: Mother

Zedd, Maren Morris, Grey - The Middle (Official Music Video)

3) Chanel

Track: "Runnin' (Lose It All)"

Artist: Naughty Boy Feat. Beyoncé & Arrow Benjamin

Agency: BETC Paris


4) Sony Pictures/Peter Rabbit

Track: "Feel It Still"

Artist: Portugal. The Man

Agency: Universal McCann

PETER RABBIT – On Blu-ray Combo Pack & Digital

5) Dior

Track: "Chandelier"

Artist: Sia

Agency: Iconoclast

MISS DIOR – The new Eau de Parfum

6) Transitions Optical

Track: "The Sun"

Artist: Parov Stelar Feat. Graham Candy

Agency: Animals Paris

Transitions® Light Under Control™

7) Pepsi

Track: "Light It Up (Remix)"

Artist: Major Lazer Feat. Nyla & Fuse ODG

Agency: In-House

Pepsi | Messi, Marcelo, Kroos, Lloyd, Dele and Dos Santos paint the world blue

8) Samsung

Track: "No Games"

Artist: Stella Mwangi

Agency: Leo Burnett Chicago

Samsung Galaxy S9 Official TVC: Remix Your Everyday

9) Hyundai

Track: "Higher Love"

Artist: James Vincent McMorrow

Agency: Innocean USA

Long Distance | 2018 Hyundai Kona

10) Walmart

Track: "Jump Around"

Artist: House of Pain

Agency: Saatchi & Saatchi New York