What is the concept? What is the SMIT?
Wow! This is very interesting. First of all, three and a half minutes? Where is this intended to be seen? Certainly not on television? Are media planners really buying 3.5 minute blocks these days? Is this intended to be a ‘viral’ video? It was posted on YouTube March 2 and has been viewed over 15 million times already! Strange. Frankly, I’m baffled and a little excited by this. A short film (that’s what this is) like this will have taken a fairly substantial amount of money and resources to produce; as a film lover and an aspiring creative I am intrigued by the opportunities implied by this ads very existence.
As for the S.M.I.T., the thought that kept hitting me throughout was “old world luxury”.
Followup: According to Google this thing has aired on American TV multiple times! Awesome.
Okay, I just watched this one more time, and even though I personally have a major disconnect with the brand and everything it represents (decadence), I am really impressed with this.
S.M.I.T. this time: “elegance”.
This commercial must of cost a lot of money to produce and must of taken a long time to film. Throughout the short film I noticed how they were bringing old luxury through to present time. It looks like they started the film in the 1800’s and then brought it to present time through vehicles like what looked like the Wright Brother’s plane. The main idea to me was how Cartier was old luxury that is still alive and still stylish in the present day.
Initially, this seems like a large waste of money to convey that Cartier is designed for a specific, special person. The panther is an iconic and regal creature that rules it’s native domain. This same concept is employed in the panther’s journey of epic proportions taken throughout different, what I will assume to be, important parts of the world. The woman wearing the ring in the horse-drawn carriage simply could not be the panther’s master, the mythical yet majestic dragon did not suffice, even in a fantasy world of diamond-encrusted creatures this one was just not satisfied. However, upon discovery of this confident and elegant woman wearing the panther-shaped bracelet our protagonist seems to find her niche. Each separate encounter reiterates the epicness of this brand designed for the elite. The first time I saw this “film” I was mostly blown away with the grandiose perpetuated throughout the entire thing which must have taken an incredible amount of time, work, and planning. It seemed to be and most likely is a fluff piece targeted to attract those searching for a larger-than-life lifestyle crossing the bounds of reality. It actually was unattractive to me, an average middle class woman against blood diamond cartels of which Cartier is a part of. The overall concept is very imaginative and reaches for the stars.
Elegant, timeless, powerful, luxurious, epic, substantial, global, expensive, exotic, mysterious, beautiful, desirable, unimaginable, important, stylish, formidable; with regards to the recently introduced idea of brands as representations of adjectives, verbs and icons, this incredibly long and complicated ad surely doesn’t disappoint. What is observed within this promotional piece for Cartier in many ways is much more than simply an ad, and it is filled with iconic imagery. As I was watching it, I took note of things like the Great Wall-forming dragon, and the Eiffel Tower laden backdrops, and despite being both entertained and impressed, I couldn’t help but wonder, why? Is this long (and likely expensive) collection of imagery necessary in portraying the ideas and values of the brand or product? The answer that I inevitably came to was yes. At first it seems scattered, and superfluously big, strange, and ambiguous. But further research regarding the Cartier Company provides clarification. Everything that is observed within this particular commercial embodies the values, ideals and insights that the Cartier Company attempts to exude. They are the incredibly expansive and elegant, old and established, luxurious and lavish, and globally pervasive makers of some of the world’s finest watches and jewelry. Sure this advertisement is a bit outrageous and epic, but so too is the company that’s behind it. All in all, I’d say it serves as a fairly solid example of brand recognition through associated imagery.
This ad is one of the most extravagant ads i have seen. I was thinking about the main concept here, and I would have to say luxury through time. I thought about the two (maybe more) shots of a watch or a clock tower showing lapse of time. Seeing also how they ended the ad with the name, and “Jewelers since 1847,” they are positioning themselves to be the “trusted long lasting luxurious jeweler.” The SMIT for me is using decadence and extravagance to your advantage as a jewel company.
I definitely had to watch this “film” a few times to really submerge myself into the concept of the ad. Although there is fluff and a string of unnecessary elements to convey a point, that is the definition of the company in itself. The chandelier-like-tree, the golden great wall, the Eiffel tower, and the other varying symbolic and elegant symbols shown in this film all represent elegance to the highest degree and gives you a fairytale feeling of mystery and a happy ending. The story of the panther symbolizes the rugged, yet exotic and desirable trip she went on to find her place in the world, and end up on an expensive bracelet. In my eyes, this is symbolizing the hard work, determination, and obvious elegance that Cartier puts into their products. A rather over the top ad for an over the top company and I would have to say that the SMIT is, elegance.
I had to watch this short film multiple times to be able to get a grasp on what the concept is. The video highlights some landmarks as well as some beautiful and fascinating scenes. I found the ending to be especially interesting. The fact that the male had to go through so many areas and take such a long journey to find the female I think is meant to be symbolic. I think Cartier set out to make a memorable advertisement that screamed luxury and excellence. They wanted their target audience to see the ad and think of the company as one that defines success and elegance. I think the company absolutely succeeded in producing a film that left a lasting impression on the audience and positively added to their overall brand image.
Even though I am unfamiliar with this company it was clear to me that they were trying to express elegance, rarity, timeless and almost revolutionary. By using what I believe to have been a snow leopard as the main “character” in this ad it is already saying to me that the item they are selling is very rare, because snow leopard’s are one of the most rare and often least seen animal in the wild. Not only does the snow leopard stand for rarity but it also resembles elegance just like the horse drawn sled in the snow and the tree of jewels. By using the dragon, that eventually turns into the Great Wall of China, and the Eiffel Tower it represents that the item is long lasting. The most interesting aspect of this ad to me was the use of what looked like an old fashioned plane built by the Wright Brothers, which caused me to think of innovation and world changing. After watching this ad a few times and trying to figure out what each scene meant to me I would have to say that the SMIT is: “One in a kind”
The first word that comes to mind after watching this short film (several times) is epic. I associate Cartier with lavishness and elegance and this totally embodies both of these concepts. I have noticed in past Cartier ads, the use of exotic animals, especially large felines (mainly leopards and lions), so it is only fitting that this story is materialized through a leopard. Cartier conceptualizes not only the grandeur of the brand but also the all encompassing global element of the brand. The leopard travels though Asia, Africa, and various other exotic places and ends in none other than the home of Cartier, Paris. Through this Cartier further establishes itself as a global leader in elegance. As far as the length and likely high cost to produce this short, I would expect nothing less from a brand like this, this only further embodies the extravagance of Cartier.
This is definitely one of those short-film types of ads, sort of like the Nike: Write the Future ad we watched in class. Everything is supposed to call to mind something you associate with Cartier. I’d say key words were freedom, elegance, global, exotic and love (the real leopard joins the woman wearing a leopard bracelet…). The ad’s title is also intriguing: “L’Odyssee de Cartier” or Cartier’s Odyssey. It’s an epic journey, still standing through different times and places. And the ending was telling: It all fits in a sleek red case; any Cartier piece of jewelry will offer in some shape or form this type of excitement and elegance to the consumer. (I also think the whole “putting a woman in a box” image could appeal to certain men, something I did not like about the ad). On the whole, this advertisement was certainly expensive to make, something I think Cartier was in a way flaunting.
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Depicts 320,000 light bulbs, equal to the number of kilowatt hours of electricity wasted in the United States every minute from inefficient residential electricity usage (inefficient wiring, computers in sleep mode, etc.).