If you have ever despaired of modern perfume ads, ever rolled your eyes at yet another famous actor or model swooning erotically over a small glass bottle of smelly liquid, or uttering inanities no human should ever be forced to say publicly in relation to a scent, then Kenzo's new fragrance commercial is for you.
It is a short film, directed by Spike Jonze, director of films including Being John Malkovich, Her and Where the Wild Things Are, and features dancer and actor Margaret Qualley, daughter of actor Andie MacDowell, going bonkers (dancing wildly, licking statues, firing lasers from her fingers) in an opera theatre.
And it blows out of the water the canon of over-blown olfactory cinema we have come to expect from major fashion houses and perfume-makers.
From Ewen McGregor muttering "I find myself in an exhilarating journey" for Davidoff Adventure to Julia Roberts freeing herself from diamond chains at a cocktail party ("In a world full of dictates and conventions, could there be another way?") for Lancome, Nicole Kidman declaring "I'm a dancer. I love to dance" for Chanel and Britney Spears being shot with an arrow in a magical forest ("Once upon a time there was a goddess and a hunter. She was beautiful and he couldn't help himself"), smelly water mini-features are as daft as they are enjoyably embarrassing.
The film begins at a black tie gala – orchids on the table, chandeliers in the background, bejewelled and dinner jacketed-guests listening rapturously to a droning male voice from an unseen dinner speaker.
The camera slowly draws in to Qualley, sitting in a green dress stifled by the stale mood, trying to show her interest.
She smiles valiantly but, seemingly overwhelmed, quietly excuses herself to escape, walking slowly, with tears in her eyes, into the venue's long chandeliered foyer.
Spike Jonze's clip is not like the usual perfume advertisements.
And then, just as it seems we are about to watch a wafty piece of schlocky "I am an incredibly emotional woman because I am overwhelmed by deeply stirring lady feelings and here is a bottle of perfume that perfectly represents that" perfume ad bollocks, the first tick-tock beats of Mutant Brain by Sam Spiegel and Ape Drums start.
Qualley, staring at the camera, clicks her eyes like a fast-moving clock, as if her brain has become robotic
Her face twists like a gibbon eating a banana, or Harpo Marx playing a bassoon.
She goes ballistic, filled with a delirious berserk energy, shaking and rattling like a possessed limbo dancer.
What comes next includes Qualley barrelling up a grand mirrored staircase, licking a bronze bust, grimacing in mirrors, standing as a superhero and firing lasers from her fingers to blow holes in the roof and a huge decorative ceramic urn.
It finishes with her leaping through a huge eye made of petals to glare happily at us again.
It is reminiscent of Jonze's earlier film clip for Fatboy Slim's Weapon of Choice featuring Christopher Walken dancing through an empty building.
The gist of Jonze and Qualley's Kenzo World ad? I really want to smell that perfume.