09.11.14
Dior and J'Adore's longtime spokesperson Charlize Theron have been successfully 'selling' a glamorous lifestyle for years - convincing consumers they can live the fantasy, with just a spritz of the fragrance.
Now, Theron is acting like an acrobat when she climbs a silk rope, before standing on a rooftop in a red carpet gown, for the new 52-second spot - and, it has received over nearly 12 million hits on YouTube in the 9 days since being published on Dior's YouTube channel.
Critics are calling the seductive voiceover bizarre and incoherent - but, apparently understanding the commercial isn't the point. Consumers seem to be getting the video's dreamy vibe, and loving it.
It's called "The Future is Gold," and was directed by Jean-Baptiste Mondino.
Theron has helped elevate J'Adore's image, and its golden-hued ads have since become instantly recognizable among consumers. Melissa Montfort, marketing director and creative trend forecaster, Givaudan Fragrances, spoke about the fragrance's successful media and online presence in Beauty Packaging's Online Exclusive: EXPERTS EXPLAIN PACKAGING'S ROLE IN E-COMMERCE.
Now, Theron is acting like an acrobat when she climbs a silk rope, before standing on a rooftop in a red carpet gown, for the new 52-second spot - and, it has received over nearly 12 million hits on YouTube in the 9 days since being published on Dior's YouTube channel.
Critics are calling the seductive voiceover bizarre and incoherent - but, apparently understanding the commercial isn't the point. Consumers seem to be getting the video's dreamy vibe, and loving it.
It's called "The Future is Gold," and was directed by Jean-Baptiste Mondino.
Theron has helped elevate J'Adore's image, and its golden-hued ads have since become instantly recognizable among consumers. Melissa Montfort, marketing director and creative trend forecaster, Givaudan Fragrances, spoke about the fragrance's successful media and online presence in Beauty Packaging's Online Exclusive: EXPERTS EXPLAIN PACKAGING'S ROLE IN E-COMMERCE.