The Beauty Movies

Not content with creating simple TV adverts, beauty brands are directing ads to cinematic proportions creating mini 'movies' with A-list stars.

By Amy Lawrenson and NonePublished: 24 March 2011

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Last week, we showed you the Dior Addict film starring Kate Moss that was directed by Jonas Akerlund (who created Lady Gaga's Telephone music video). This week, two more 'films' have been released. To advertise its new Precision Foam Colour, John Frieda cast Katie Holmes as Joan Hudson in the story of 'The Decision' in which she plays a high-profile actress who makes the choice to cheat on her colourist and dye her own hair, ooh the drama!

Next up, Keira Knightley has been reunited with Pride & Prejudice and Atonement director Joe Wright back for the latest Chanel advert. The advert sees Keira dousing herself in Coco Mademoiselle and racing through the streets of Paris on a Ducati motorcycle wearing a cream leather jumpsuit before getting steamy with a photographer. Just a typical day, right?

It's one of the things I love about my job - getting to dress up Keira, Wright said. I think Keira has taken control of her own image. What we tried to do was turn it round, so that it begins as a story about the male gaze, but becomes about the female gaze.

Watch Keira's Chanel film below and click here to watch Katie Holmes debut for John Frieda...

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