Dior has just launched a new commercial for its fragrance J'Adore. This film speaks only of the perfumer, craftsmanship, ingredients and the alchemy that influences creation. It evokes the Murano glass bottle. This new film is perfectly in line with the very pronounced return of luxury brands to the roots of their craft (Gucci, Louis Vuitton and Hermès have produced such campaigns for the last two years). The brand seems to have abandoned its saga featuring its muse, Charlize Theron. However, I would like to offer another view of the history of the Dior J'Adore ad campaign which I think is more pertinent, and which reveal the anguish of a brand:
- It all began in 2000 with the film by Jean Baptiste Mondino where Carmen Kass wades into a bath of gold.
One could not help but think of Jean Cocteau who said, "Dior, this delicate genius particular to our times, whose magical name combines God (Dieu) and Gold (Or)". This film speaks of Dior, the alchemist, transforming the woman into gold ... the woman who dares to abandon herself by wrapping herself in perfume. But whom do we think of when we speak of a blond film star who abandons herself to perfume?
- In 2005, Charlize Theron (chosen as the brand’s face by John Galliano) appears in a film by Nick Night with a song by Nina Simone - "Don’t let me be misunderstood" ... a blond angel, femme temptress, who says she’s good.
Who is the star one thinks of, image of purity and naughty nudity under the sheet?
- In 2008 - a film by Jean Baptiste Mondino denudes Charlize Theron who, at the end, is enrobed only in her perfume. The reference to Marilyn Monroe becomes obvious here - who, when asked what she wore at night, replied: "Why, Chanel No. 5 of course!" Dior indirectly tries to appropriate the obvious reference of its "brand enemy" No. 1...
- 2011 - Jean Jacques Annaud films Charlize Theron at Versailles, in which she goes backstage during a Dior show where she rubs shoulders with Grace Kelly, Marlene Dietrich and ... Marilyn Monroe. This time the transgression is complete: Dior actually features Chanel’s muse in its film.
Is it not time for Dior J'Adore to actually acquire a message of its own and not borrow from a legacy that does not belong to it?