"The Kelly"

8 July 2026

45s

Thinking inside the box.

Hermès’ commercial for their Kelly bag collection is a treat for the senses.

A beautiful model sneaks into a room with a key and begins unlocking drawers. One after another, she discovers little goodies and accessorises herself accordingly. It’s something she clearly enjoys, until the moment comes where she thinks, 'fuck it', opens the biggest drawer, takes a run-up, and dives right in.

The audio mix of classical music building to a crescendo, paired with the ASMR-like sounds of drawers unlocking and accessories clicking into place, is incredibly satisfying - an audible treat we didn’t know we needed.

Director Tom Emmerson has a flair for placing the ordinary just outside the realms of normality. It’s a fresh perspective that creates work that’s always a visual statement without ever losing any of the fun.

UK

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