A recent video ad in Porter Magazine’s digital mobile edition for Panthère de Cartier resonates in both its casting direction and the depiction of its star. Sure she is attractive and chic, much like in any other luxury ad, but this is undeniably new. This luxury heroine isn’t at all who we’ve come to expect from a heritage brand the likes of Cartier - I suppose we can say I was pleasantly surprised. Of course it became much less surprising upon discovering the spot was directed by none other than Sofia Coppola.
The ad’s protagonist proves some advertisers do get it right. She is modern, fabulous, strong and an individual personality- completely her own. She’s much more like the actual Cartier shopper in her age demographic in the way that she styles herself and the way she spends her free time. In the video she appears in scenes delineating daily life from the office to indulgent bubble baths and nights dancing out on the town.
Though I don’t believe she’s meant to represent any one specific woman in real life, she does remind me of some of the most highly-celebrated style influencers on Instagram. These are stylish women with cult-like followings including Pernille Teisbaek, Tamu McPherson, Sophie Buhai and Elin Kling. Confident, sexy, modern and strong... you can tell their real lives are in fact quite similar to their images in the social sphere.
However, Cartier isn’t the only brand spotlighting the right characters and stories for their ads. You’ll find equally impressive depictions in Prada’s Resort 2017 campaign featuring Jessica Chastain and the Tod’s Spring 2017 film campaign, featuring scenes actually representing the extra stylish reality that is any given day in Milan, among others.
Are the top influencers inspiring luxury advertisers for better targeted campaigns? Or have advertisers finally figured out the elusive luxury shopping Millennial? Brands mired in the past, take note!