Pure Advertising from Dior

Being a guy who lives for digital advertising, I've found myself in rooms wishing that big TV budgets were being spent on other things - strong social campaigns, digital out of home ideas that create a big impact, excellent (long term) site experiences that can be built on over time - you know, the usual list of stuff.

Sometimes when I watch a TV spot or campaign, I wonder how much it cost and how that money could have been spent elsewhere. The dollars (or pounds) get added up in my head and I (mostly foolishly) wonder what the ROI on a specific spot would be.

I've got to say, though, that in the world of digital and clients who want less TV and more platforms, tests and experiences, perfume advertising remains one of the purist in terms of old-school thinking: big, expensive films that focus on weird, emotional little vinnietes and stories. Most leave the viewer with a 'WTF?' expression on their face.

In the UK during the holiday's, literally every break contains 2-3 30 second spots featuring international stars. The one that really caught me is for Dior featuring Jude Law. After some searching, I found out that the 30 was actually a cut-down from a 4-minute film that was directed by Guy Richie. It's something out of the mid-80's; extremely well-shot, weird, great track (Muse) and some shots that you don't forget. Check it out here:

I've watched it 3 times and I still can't say whether I even like it. It is so over the top, so expensive, so ridiculous that it's almost, well, awesome. I've never considered buying a perfume product before but if it makes me feel half as good as Jude Law driving at 5am through the streets of Paris, I might need to get to the nearest John Lewis as soon as possible.

Could I have bought this as a client? I don't know. Especially considering the price was probably well over 3 million pounds to get this crew together for a few days. But sometimes we have to remember where this industry came from - emotional, strange, short ideas that make you notice and consider a product you'd never heard of before.

What do you think? Brutal or great?