"Monte Carlo"

5 June 2026

84s

Swimming here and there.

There's a metaphysical twist in this commercial for Gucci that pays homage to Tarsem's 1990s classic for Levi's, as a quartet of beautiful young people make their way to one location after another via a magical water-based transport system. It was directed by Megaforce and it looks beautiful from start to finish with an added layer of visual quirkiness derived in part from Piergiorgo Del Moro's excellent casting.

Homage is often used as a polite work for plagiarism and such is the weird sensitivity about a commercial that resembles a previous ad, DAVID fully expects the usual suspects to start pointing fingers, but, honestly, that's so tiresome. Levi's 'Swimmer' was a groundbreaking piece of advertising, and its legacy is untouchable.

This is a splendid piece of work too, and serves to be judged on its own merits, not least its ability to maintain an aura around Gucci which will ensure it remains a relevant brand in the fickle world of fashion.

France

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