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PARIS — There’s no celebrity face, no high drama, and no slick tag line in Parfums Christian Dior’s latest advertising volley for its hit fragrance J’adore.
The commercial — which broke on U.S. TV in 30- and 60-second versions on Saturday and is slated to roll out globally through December — instead exalts the know-how and poetry that go into creating a fragrance.
This story first appeared in the November 19, 2012 issue of WWD. Subscribe Today.
“For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance,” Claude Martinez, president and chief executive officer of Parfums Christian Dior, said in an interview. “In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers.”
In the ad, called simply “Le Parfum,” the melodic voice of Charlize Theron (who fronts the other existing spot for Dior, in Versailles’ Hall of Mirrors) talks about scent creation as images from around the globe flash by, including glassblowing in Murano, Italy; the Eiffel Tower; a river; various flowers, and the J’adore bottle.
The campaign was developed in-house, with input from Dior perfume creator François Demachy and artist Jean-Michel Othoniel, who was behind the limited-edition bottle for J’adore Absolu.
Following the U.S., France and China began running the TV spots on Sunday, and Italy and the U.K. are to start on Nov. 25, with Russia beginning on Dec. 13. “Le Parfum” will also break in December in movie theaters in France and China, in 90- and 60-second spots, respectively.
Online, a 20-minute version will go live on YouTube and a three-minute version will launch on jadore.com on Monday.
Martinez believes the new ad dovetails nicely from the J’adore spot featuring Theron rushing backstage to prep for a catwalk show in Versailles before parading below rows of gilded chandeliers.
“The two unite in a harmonious manner to have an effect that I think is bigger than each one separately,” he said.