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
In case you missed it last week, Dead Spin deconstructed the Williams-Sonoma holiday catalog for the likes of me: we the people who don’t cook, won’t cook and don’t understand the need for potato gloves.
Click the photo to read the pure genius by Drew Magary.
Warning: Language not suitable for reading around the holiday table.
Last year, it was the Christmas Blend VIA.
This year, Starbucks is selling Christmas Blend K-cups, a lovely addition to their take-it-with-you product line.
Overheard in New York:
I am silly excited about this.
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.