A few weeks ago (or maybe more) I saw a 15-second clip of this ad embedded in the NYT. It intrigued me, because the production value looked exceptionally high – and for what? Jewelry, apparently. So I watched the whole thing – all 3 minutes and 30 seconds of it.
Now, I am by no means an advertisement expert, amateur or otherwise. But even I can tell that this ad is a little out of the ordinary. Quite frankly, it looks like a miniature movie, and the special effects, soundtrack, and, yes, it even has a kind of a plot, have a lushness and vitality (and length) that most ads I see don’t have.
But then I started thinking: All this money, and talent and for what? To celebrate the 175th anniversary of a jewelry company. Really? Isn’t it incredibly pointless?
But then, I changed my mind again. The question that popped into my mind wasn’t “what for”, but “why not”. The ad actually presents a snapshot of Cartier’s history, and why not do it in odyssey fashion with a leopard and global sets? Why not use talents where we can? And it looks so fabulous.
Still have mixed feelings, but in the end, I’ve decided I like it. What’s your take?
– Jean AAR