What's the most expensive ad of all time? >> Chanel, in 2004, made a 3-minute fashion film called The Film, starring Nicole Kidman. It had an entire orchestra doing the soundtrack, and it cost 33 million. >> 33 million dollars? >> which at this time is around 58 million dollars. >> That's how much inflation is now? >> I I know, [laughter] I had to double-check that. I was like, "Are we sure about this?" >> Okay, so this ad cost 33 million dollars. >> They could make that back. One, because at that time, spending that much showed luxury. But also, when you spend 33 million dollars on one hero asset, it implies that you have a captive audience that's only watching TV or only in movie theaters. You could not do that today, because audiences are all over. And that's why monocultural moments are so important, cuz it's the one time when we do finally have people >> How do you spend 33 million dollars on an ad? >> Nicole Kidman, an orchestra, filmed throughout New York. >> Nicole Kidman and an orchestra? >> But I think it was like a source of pride to spend that much. >> Sure. The story is how much they spent. >> how much they spent. Yeah. But I think now, more than ever, speed and idea and story are what trump any sort of level of production value.