"Generation Gucci"

30 April 2026

1 min 53s

A musical trio.

Jonathan Glazer's occasional forays back into the world of advertising may be rare, but they are always notable, and this splendid piece of work for Gucci is no exception. It is a coherent medley of different images – all beautiful – and, very unusually, three different songs. And when we say different, we mean different.

It opens with Italian singer's Mina's 1965 song 'Un bacio è troppo poco' which is used as a backdrop as young beautiful people are gathered in the middle of the night. The harsh beam of a spotlight ensures we are unable to ignore their aesthetic appeal, as they scramble to leave the house like a collection of unusually stylish 'Apprentice' candidates.

The musical tone shifts dramatically as (sic) by Slipknot from 1999 enters the fray, but, despite the massive shift in genre, the switch is surprisingly subtle, not least because of the visual continuity.

Finally, just when it seems it's all getting a bit frenetic, the calm of Charles Aznavour's schmoozy performance of 'Hier encore' soothes the players and the audience alike, and the spotlights lead them to who knows where.

This is more than the sum of its parts, but only just... because the parts themselves are damned impressive.

UK

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