EDITOR’S NOTE: This post was originally published in July 2011. I’m reposting as a courtesy to the readers who arrived here after googling Ms. Feiss.
It’s amazing the distractions a student can find doing research on YouTube. I stumbled on one of Apple’s 2002 “Switch” ads, TBWA\Chiat\Day‘s followup campaign to 1998’s “Think Different.” The “Switch” ads, directed by Errol Morris, supposedly featured real people who had switched from a PC to a Mac, “telling their story in their own words,” according to the press release. The ads were simple, shot against a white background, and were ripe for parodying.
In this clip, high school student Ellen Feiss tells us how she lost a “really good paper” while working on her PC. And although the success of the “Switch” campaign has been debated, it’s nine years later and I remember Ellen Feiss and her paper. I bet others do, too — which should settle any question over the campaign’s success.
Consider this: It’s hard to remember in 2011 how difficult that sort of imprint would have been to achieve for Apple, despite its re-emergence in the market the late 1990s with the iMac G3. PCs still ruled in 2002; the iPod — having been released only in late 2001 — had not yet saturated mainstream society. There was no iPhone. Tech was not that personal yet. The term “viral marketing” wasn’t used in everyday conversation. YouTube was still three years away. Even so, Apple and Morris got our attention and piqued our curiosity: “Have you seen the new Apple ad? What’s up with that girl? Is she real? Is she high?” Despite the speculation, we were interested in what she had to say — and we knew the brand she was promoting and still do.
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