ED’S NOTE: This post was originally published December 2011. It reflects my interest as a marketing student in advertising, search-engine optimization, and viral marketing. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.
In what is a nice break from the nearly insufferable, panic-inducing holiday ads of the season, EDITED 11-30-2012 Prime-time viewers are getting an eyeful of glamour, thanks to Dior’s J’adore ”film” by Jean-Jacques Annaud, that features the always-gorgeous Charlize Theron, and co-stars such greats as Grace Kelly, Marlene Dietrich, and Marilyn Monroe.
The commercial, which was filmed in the Galerie des Glaces at Versailles, isn’t new; it was released in early September. However, it’s getting airtime this holiday shopping season, as it should, because the spot easily and smartly appeals to both sexes: the women who want to be Charlize Theron, and the husbands and boyfriends who want to be with Charlize Theron.
What caught my attention was the music that propelled the viewer through the couture-show setting: 2009′s Heavy Cross by Gossip — with Beth Ditto‘s punk princess vocals and Brace Paine’s hypnotic bass riff — was compelling enough to make me grab my iPhone and Shazam it. (I have since played this song to death.)
At the time of this writing, this clip on YouTube had 1,211,325 views, 4,404 likes, 84 dislikes, and 474 comments.
From the YouTube comments:
I have a theory, each of the girls represent a perfume:
Grace Kelly (Miss Dior Cherie)
Marlene Dietrich (Hypnotic Poison)
Marilyn Monroe (Dior Addict or J’adore)
Charlize Theron (J’adore obviously)
Nice theory, franzchick66. I can’t afford to smell that good, so I’ll have to take your word.
The subscribers to Dior’s YouTube channel are active and enthusiastic about the “films.” I’ll readily admit that I know nothing about couture, but even so, I still remember Dior’s 2007 smokin’ hot, 30-second “film” that has Charlize striding through a mansion, elegantly disrobing as only she can to Marvin Gaye’s 1978 Funky Space Reincarnation.
And that, kids, is what they call an impression.
About the Dior Channel
(As of Dec. 13, 2011)
- Total Upload Views: 3,535,200
- Joined: Oct. 14, 2005
- Subscribers: 7,288
EDITOR’S NOTE: This post reflects my interest in advertising and promotions as a marketing student. The opinions expressed here are mine and in no way reflect the opinions of my employers. No agencies or products are endorsed.
USA TODAY‘s marketing reporter Bruce Horovitz looks at Madison Avenue’s use of obese people in advertisements as symbols of change. The story cites Nike’s “Find Your Greatness” ad that features Nathan running on a lonely country road as narrator Tom Hardy quietly assures us that greatness is not reserved for “the chosen few. For prodigies. For superstars.” According to the USA TODAY story, the other brands in following in Nike’s footsteps — so to speak — are Blue Cross Blue Shield and, of course, Subway, which is happy to celebrate Jared‘s 15 years of healthier eating.
From the USA TODAY story:
Why is it now acceptable to show obesity? “More of us are overweight, so it’s a shared problem,” says Valerie Folkes, marketing professor at University of Southern California.
But that’s only a small part of the reason it’s OK show obesity. A quote from Erich Joachimsthaler, a brand consultant, points out that the ads’ appeal is also rooted in a new generation — a generation where fat isn’t different and we’re all famous, even if for a little while.
From the story:
“The new generation doesn’t see (obese people) as different. There is a new, democratic world view: Everyone can be a star.”
With that casual acceptance in mind, we ask what’s the big deal? Well, society and the media tell us being obese is not OK, being overweight is not OK — it’s a constant message no matter how many times celebs tell us they like their weight gains or urge us to love ourselves just the way we are. But if we consider that in the calendar year 2009–2010, 35.7% of U.S. adults were obese, we understand exactly why brands are embracing obese people: They’re consumers, too, with discretionary dollars to spend. This isn’t about everyone loving everyone just the way they are; for better or for worse, featuring fat folks in ads is about sales — plain ol’ dollars and cents.
Quick facts about obesity from the Centers of Disease Control and Prevention:
- An adult who has a BMI between 25 and 29.9 is considered overweight.
- An adult who has a BMI of 30 or higher is considered obese.
- Approximately 17% (or 12.5 million) of children and adolescents aged 2—19 years are obese.
- Since 1980, obesity prevalence among children and adolescents has almost tripled.
EDITOR’S NOTE: This post reflects my interest as a marketing student in advertising and sports marketing. The opinions expressed here are mine and in no way reflect the opinions of my employers. No agencies or products are endorsed.
I’m reluctant to admit that I haven’t paid attention to the London 2012 Games, but I have found myself stopped, intrigued and inspired by Nike’s “Find Your Greatness” series.
UPDATED AUG. 5 Particularly powerful is “Jogger,” the spot where we meet Nathan on a lonely road in Ohio. He’s not blazing around a track, looking like a part-time movie star. He’s an overweight kid putting one foot in front of the other in an effort to make his life better, healthier. The one-minute-three-second spot is filmed in a single, unedited shot, and the narration (provided by actor Tom Hardy) is quiet, simple, effective. We’re not focused on the shoes, just the kid. And we’re not just focused, we’re transfixed. The commercial proves the power of simplicity as it touches the part of us that has felt like the chubby kid, the part of us that has buckled under the blanket of loneliness, the part of us that is struggling to be more than what we are now.
Somehow we’ve come to believe greatness is a gift, reserved for a chosen few. For prodigies. For superstars. And the rest of us can only stand by watching.
~ Narrator Tom Hardy,
Nike “Find Your Greatness” commercial, August 2012
“Jogger” was posted on Nike’s YouTube channel on July 31. At the time of this writing, it had 284,786 views, 3,867 likes and 57 dislikes. On Nike’s Facebook page, a photo of Nathan with a link to the video had garnered 36,742 likes, 2,804 shares, and 934 comments since it was posted July 31. It is just one of a much larger campaign that Nike launched to coincide with the opening of the London Games.
Greatness is no more unique to use than breathing. We’re all capable of it. All of us.
~ Narrator Tom Hardy,
Nike “Find Your Greatness” commercial, August 2012
AGENCY: W+K, the folks who brought you ESPNWatch’s “Paintings” commercial.
EDITOR’S NOTE: This post reflects my interest as a marketing student in advertising and sports marketing. The opinions expressed here are mine and in no way reflect the opinions of my employers.
Just spotted on AdWeek’s Ad of the Day: An ESPN commercial from Wieden+Kennedy features none other than Bob Ross, a TV painter whose PBS show undoubtedly distracted
entertained scores of Gen Xers before the advent of cable televisions’s Golden Age and the Internet. AdWeek already has a nice overview, so I’ll just add my two cents on why this spot works: The commercial’s retro setting (e.g. the brown paneling, the Sears silk curtains, the bamboo furniture) along with the actor’s costumes and props, give it a weird but effective then-meets-now that will resonate with Xers 35 and older who were so bored at Grandma’s back in the 1970s and 1980s that they gave into Ross and his paints and spent the captive, believing they too could paint happy little trees. And that makes for a happy little memory.
You’re always taking the TV to watch all your painting shows.
ESPNWatch commercial, May 2012
The ESPNWatch “Paintings” spot was posted on ESPN’s YouTube channel on May 21. At the time of this writing, it had 2,471 views.
MORE: Bob Ross painting mountains: