Charlize Theron, Martini & Rossi, and Dior
The rise to public recognition and prominence of many Hollywood stars started early in their acting careers by highly impressionable appearances in popular commercials.
Charlize’s 1996 appearance in a Martini & Rossi commercial was certainly attention grabbing.
1. Martini & Rossi, Mogul
Advertising Agency: McCann-Erickson
Martini & Rossi Bianco’s ‘Mogul’ commercial, and Cannes Gold Lion winner, was directed by Moshe Branka, and filmed on location in Portofino, Italy.
Charlize Theron’s rather ‘cheeky’ film role resulted in Martini & Rossi enjoying an unprecedented global boost in sales to male drinkers at the time.
Harper’s Bazaar, October, 2018
Interviewed by the the fashion magazine’s Becki Murray, Charlize Theron spoke about her long association with The House of Dior.
“Any time I work with Dior, there is always a conversation happening about diversity and the perception of women and I’m lucky to get to work with a brand that is as interested in those questions as I am.”
She likes to think, she revealed, that’s she’s triggered these questions on beauty and diversity, not only in the most recent film for Dior J’adore, but since her first campaign appearance for the brand in 2004.
In her 2014 Dior J’adore commercial for example, she climbs up a long hanging trail of gold silk that takes her through the domed ceiling of the Palace of Versailles to emerge in a futuristic cityscape.
The stylish visual metaphor for leaving the encumbrance of the past behind to freely embrace the future, aptly underscores the commercial’s message. “The past is no place to live and now is the time. The only way out is up and it’s not heaven. It’s a new world.”
Style over Substance
The luxury fashion genre is usually about highly romanticised fantasies, exquisitely styled and sensual imagery of glamorous sophistication, rather than contemplative substance.
Traditionally this has proven to be a highly successful formula and to a large degree still is. But women globally are increasingly challenging clichéd notions of feminine sensuality and desires.
Earning sustained consumer brand loyalty in the fashion industry going forward will require more motivational substance for emotively positive responses.
The following featured Dior J’adore commercials are their most successful brand preference scoring commercials to date.
The fact that the two commercials offer more substantive viewing with visual narratives that convey a message, very likely accounts for their high scores.
2. Dior J’adore, Absolu
Advertising Agency: Dior Network, USA
Directed by Romain Gavras, the commercial introduces a new Dior J’adore fragrance creation by in-house perfumer Francios Demachy. The base ingredient of his highly successful ‘Absolu’ composition consists of Jasmine nectar from Grasse in France.
The ‘Turkish Bath’ is the name of a painting at the Louvre in Paris by Jean-Auguste-Dominique Ingres that provided the visual inspiration for the commercial. The painting depicts a group of naked women sensually enjoying the comfort of each other’s relaxed company.
The background music features ‘Flashing Lights’ by Kanye West and the beautiful glass J’adore Absolu container pictured prominently in the commercial, was designed by French artist Jean-Michel Othoniel, and handmade on the Venetian Island of Murano in Italy.
3. Dior J’adore Absolu, The Message
Charlize Theron: “There is something about the essence of what we did here that felt very unified and felt like a real come together of femininity and women kind of standing together and being very powerful”.
4. Dior J’adore Absolu, The Couture
Christian Dior Haute Couture Ateliers: Italian Dress Designer, Maria Grazia Chiuri.
5. Dior J’adore, The Future Is Gold
Advertising Agency: TBWA Worldwide
Directed by filmmaker Jean-Baptiste Mondino, the commercial features Woodkid’s ‘I Love You’ as the musical soundtrack.
Charlize Theron’s elegant entrance in the ‘Hall Of Mirrors’ of the Versailles Palace, and her magical exit through the domed ceiling, as previously described, motivated over 10 million views on YouTube within a couple of weeks after its TV and Cinema debut.