J's Page

Originally established for times when I needed more than 140 characters to finish a thought on marketing or media.


REWIND: J’adore, tu adores: Charlize Theron for Dior’s J’adore

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)

❤ Dior!
 

~ franzchick66,
YouTube member

 

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


2 Comments

J’adore, tu adores: Charlize Theron’s ad for Dior’s J’adore

ED’S NOTE: This post 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, 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)

❤ Dior!

~ franzchick66,
YouTube member

 
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


2 Comments

Weird Al does Lady Gaga: The ‘Perform This Way’ video

I heard about this earlier from a better-connected journalist, but I didn’t get a chance to post it until now.

Behold! Perform This Way by Weird Al Yankovic.

Here’s some background for the Little Monsters: Weird Al wanted to do include his parody of the Lady Gaga song Born This Way on his new album. There was a failure to communicate, and well, long story short, now there’s a new video going viral.

At the time of this writing, Perform This Way has 465,322. Trey Barrineau says when he broke the story Wednesday that the video had 300 views on YouTube.


Spotted: Biore’s social media efforts in ‘Allure’

20110401-030637.jpg

Biore Pore Strips in April issue of 'Allure'

I never read women’s magazines except when I’m at the salon, so when I do read them, it’s like an anthropological project or something. Today in Allure, I spotted a clever print ad for Biore Pore Strips, the weird little beauty product that unclogs your pores and entertains you in an oddly disgusting-but-satisfying way.

The ad readily acknowledges the strips’ awesome yuck factor, something Biore has always done, but this ad turns to the Biore Facebook page for more copy — from real users, presumably, making for a fun read if you’ve ever been a young woman who stood under a bright light looking at the oil-and-dirt globs that the strip just pulled from your pores. (It’s the secret single behavior they never talked about on Sex and the City).


1 Comment

Keira Knightley’s Chanel Coco Madamoiselle ad

The lovely-but-severely-undernourished Keira Knightley sort-of sells Chanel Coco Madamoiselle in this super-slick advertising mini-film that is complete with streets without traffic, sexy motorcycles and hot photographers.

The spot is directed by Joe Wright, who worked with Knightley on Atonement and Pride & Prejudice.


Deals on @foursquare

In light of foursquare’s recent announcement detailing their 3400% growth in 2010 (also known as the Year of Suckage), I’ve decided to record the deals I see as I check in.

This is mostly to satisfy my intellectual curiosity as a marketing student, so stoppers-by might be bored. Googlers, if you’re looking for information about MAC’s Wonder Woman cosmetic line, here it is.

Among this weekend’s deals spotted on foursquare:

  • Buy one scoop, get one scoop free at Ben & Jerry’s.
  • 15% off next purchase at Aerie, American Eagle’s panty and bra shop.
  • Valentine’s Day Sale at Express: suit separates for her, BOGO 50% off; shirts and ties, BOGO $19.90. PLUS 30% off sweaters for him.
  • Get $10 off jeans $39.95 and up at H&M. Offer valid Feb. 10-21. Discount taken at register.
  • First-time check-ins can get $5 off any $25 purchase at Payless ShoeSource.

I’ll update the list as I see more offers.

ED’S NOTE: This URL has been SEO’d to death.


8 Comments

Spotted at MAC Cosmetics: Wonder Woman

Wonder Woman still has all her superpowers!

I spotted this billboard at a M*A*C store in the mall —  the graphic display is powerful enough to make me stop and snap a picture for a friend. I was pressed for time, and the store was so packed with young women that I didn’t venture inside, so I wasn’t sure what the DC Comics icon was promoting until I got home and checked the site.

As part of their Spring 2011 collection, the cosmetic giant has rolled out a line of color products that are a “feminine force that saves the day!” Every piece of the Wonder Woman line — the mascara, finishing powder and lipstick — carries Wonder Woman’s signature colors — primary red, blue and yellow. For a company that is known for its sleek black interiors and counters, this is quite a visual departure. Customers who are familiar with the M*A*C brand and stores will do a double-take as I did, and then want to find out more about the Wonder Woman line. (Score one for M*A*C’s marketing department.) Even so, customers such as myself — those of us who are well past our twenties — may find the line intriguing but too young. On the other hand, those of us who remember Linda Carter rockin’ the red bustier and blue granny panties back in the 1970s TV series might feel a bit nostalgic and use $20 of our discretionary income to buy a tube of Lipglass. (ED’S note: That’s not a typo. It’s not lipgloss — it’s Lipglass.)

Looking again at the products, I’d say that it’s unlikely I would buy anything from the line. But again, I’m hardly their target market; that’s not to say, however, that the bold promotional materials didn’t have an effect on me. I did stop and look, and I passed on information about the new line — which debuted in the U.S. yesterday — to at least four people. If I had remembered to check in on foursquare and facebook, I would have shared with at least 250 more people.

The consumer’s desire to share (and overshare) through social media is hardly lost on M*A*C, as the company exploits the Mighty Aphrodite’s popularity to offer interested customers a chance to win the limited edition M*A*C Wonder Woman ring by collecting special badges on foursquare. According to the M*A*C site, players can follow “Wonder Woman as she circles the globe on a mission to stop Medusa from turning the M·A·C girls of the world of the world into Plain Janes! Check into the location she has visited and receive the star-spangled stickers (while supplies last).” A check of the M*A*C Wonder Woman foursquare account doesn’t show any activity as of the time of this writing. Perhaps her invisible jet is having engine trouble.

And for the young woman who is eager to spend $15-$40 (USD) for the products in the Wonder Woman collection, M*A*C is also offering a special cosmetic bag to tote it all home. Retail price: $30.

She could also just use a special invisible bag that goes by the code name Ziploc. Retail price: $3 for 24.