Perfume Shrine: dior j'adore commercial 2014

Wednesday, September 3, 2014

Dior J'Adore: New Commercial Is Officially Breaking Up with Old Dior Clientele

"Mr. President, it is not only possible, it is essential. That is the whole idea of this machine, you know. Deterrence is the art of producing in the mind of the enemy... the FEAR to attack. And so, because of the automated and irrevocable decision-making process which rules out human meddling, the Doomsday machine is terrifying and simple to understand… and completely credible and convincing."

~Dr.Strangelove

It's only been a few hours I've announced the reconciliation between LVMH (Dior being a major brand in their portfolio) and Hermes and the new spot for Dior J'adore perfume (trailblazing the relatable body products/cosmetics) has officially rolled out.
You can watch it here.

Forget the impressive staging of the fragrance commercial itself, the Top Kapi/Mission Impossible cascades, the theatrically choreographed motions of former Martini-girl Charlize Theron (which lipstick color does she use here, anyone know?), the gold dress, or the actual slogan "the future is gold" (I needed that, personally). The single thing to really note is they do know that they're letting down their old clientele and breaking up with them in so many words…"the past can be beautiful, a memory, a dream, but it's no place to live".

Riiiight, when you have rendered your perfumes unrecognizable by those loving them and cherishing them for years on end, it is "a sacrifice reuired for the future of the human race" as per Dr.Strangelove.