September 12th, 2013 / 8 Comments

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AdAge Digital reports:

“Software and apparel marketing took a backseat to Dior this week, as the fashion house cast Twilight star Robert Pattinson in its campaign for Dior Homme fragrance. Set to Led Zeppelin, the spot establishes Pattinson’s badass status as he kisses French models, crashes parties and stands moodily on rooftops. The ad, directed by Romain Garvas and produced by Paris-based Iconoclast, racked up 7 million views, according to Visible Measures.

Dior’s Twitter feed fixated on the hashtag #DiorRob last week, as the brand leaked exclusive scenes, images, a director’s cut and even a Vine video for the campaign. While the black-and-white film garnered praise for being “hot” and “steamy,” it’s also drawn criticism for conforming to every other perfume commercial. It follows Calvin Klein’s lead, as the brand released a fragrance spot in July that features Rooney Mara in black and white.

The campaign includes several cuts of the spot, as well as a couple of teasers. There are more than 50 related clips in the campaign.”

*Twirls* I’m going to ignore the “criticism” because they are clearly clutching to find something.

Update:  I’ve linked Iconoclast’s Romain Gavras page – it’s got #DiorRob on it obviously.

And I love that Iconoclast has this as one of their homepages:


  • Michelle
    Posted on September 12, 2013

    “There are more than 50 related clips in the campaign.” *happy dance* Definitely re: clutching, anyone who criticizes this beautiful ad is crazy. There is zero to criticize. ZERO.

    Oh & that gif Maria *_________________________________*

  • Sue
    Posted on September 12, 2013

    That gif is just beyond ridiculously good. (Does that even make sense?)

    And I’m sorry, but any criticism of the DIOR ad is simply beyond ridiculous.

  • Michelle
    Posted on September 12, 2013

    Perfect sense Sue, completely & I couldn’t agree more.

  • silvie
    Posted on September 12, 2013

    Twirling with you all…ridiculous to criticize, but I guess it’s like not wanting to say outright that something is perfect, kind of not wanting to give a ten out of ten because there would be an admission that something is perfect. Don’t know if I’m making sense, I’m writing this quickly at work.

  • Maria
    Posted on September 12, 2013

    Thanks @Sue – it’s one of my hidden treasures I’ll unleash on you when you all least expect it. Like today … 🙂

  • Michelle
    Posted on September 12, 2013

    Oooooh how I LOVE hidden treasures Maria, especially of the Rob kind 😀

  • Carmel
    Posted on September 12, 2013

    Like other perfume commercials? – except they didn’t get 7 million hits in 7 days. As Rob would say – Pffft

  • Trish
    Posted on September 13, 2013

    Oh, these nay-sayers make me laugh. I guess we’ll see how much product Dior sell because of it – then the critics can bitch all they want. Seriously – they weren’t out to put people off, you guys. They wanted to make it as appealing as possible and, by God, they’ve done that in spades and then some. Maria, that gif is lethal. I may go blind…

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