L’Odyssée de Cartier: code of luxury brands

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The official YouTube channel of Cartier describes their new TV commercial thus: Discover the new Cartier film, a journey between dream and reality. For the very first time, Cartier has decided to create a cinema epic focusing on its history, its values and inspiration, its artistic and universal scope.

Directed by Bruno Aveillan, a distinguished ad film maker known for his work for several luxury brands including Louis Vitton, Paco Rabbane etc. the ad follows the code of luxury brands: lots of style, very little substance. High on intrigue and mystique. Low on rational reasons. I guess luxury brands need this kind of advertising where the world is enchanting, beautiful…mysterious even. One may be amused at the goings on sometime and the lack of a clear message but that’s perhaps why such ads work for luxury brands.

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