Flair

When the doom and the gloom sets the mood, a touch of nostalgia is more beautiful and captivating than any the glitter that previously amazed the crowd. Beyond this axiom, Dior is surrendering to the recession in it’s latest advertising of its best seller male fragrance, Eau Sauvage.  Better than just a contemporary cast and more considered than using the latest celebrity, the new advertisement is a black and white photograph from 1966.  The timeless photo is a portrait of the French actor Alain Delon taken by the notorious sociolite photographer Jean-Marie Perier .   More than a coincidence, 1966 is also the year of the creation of Eau Sauvage.

Using a current movie celebrity to enhance a perfume is one of the oldest best practices of advertising; newsreels contribute to the awareness of the product. Rarely seen is the choice of the patrimony of a living old actor.

The use of an iconic portrait of the actor taken from his 30s when he was at his peak, most aspired but remaining very well regarded today is certainly brilliant.  Alain Delon is now in his 70s.  He is one of the most notorious characters from the 60’s French cinema glory.  Throughout time Delon has known how to remain a symbol of talent and seduction. 

Certainly Dior’s campaign is perfectly positioned to ensure a long lasting life for Eau Sauvage and conquer new aspirationnal customers whether they are young or senior.