There are some brands that are of a certain ilk that make you wonder whether they really need to do any marketing at all. They are the ones that everyone who would ever covet their product knows exactly who they are and can either get their products or just dream about them. Some, like Tiffany, are forever embedded in the psyche as key parts of movies – or their opulence speaks for itself. Another example is that we don’t see a lot of commercials, banners or other for Bentleys, Ferraris or Lamborghinis. In these cases, one might even think that the companies would be in trouble if they started doing mass advertising. Cartier could be considered one such company with a history of selling to royalty, celebrities and the elite. Granted, we do see advertising for high-end clothing lines and jewelry brands, but they are very specific and not as large-scale as this. With Cartier’s jewelery and designs celebrated in museums, it is commendable that they should launch their new “L’Odyssée de Cartier” campaign as a bold celebration of the brand.
The centerpiece is a three-and-a-half minute film that fantastically evokes the 165 year history of the company. It uses a central icon of the company’s design, the panther, and really had fun with it. Around that film, they built a site and advertising campaign that retains the exclusive feel that would ordinarily be expressed through private parties or elaborate mailers through its tasteful execution. Expense did not seem to be an object with the elaborate and elegant production and full page color ads in Sunday papers.
The video treatment was not completely out of the ordinary as you can see many product videos that evoke the same whimsy on their YouTube channel. Most everything there is of a longform video nature, but not at this scale. The fact that they did this provided the opportunity to not only promote it more than their previous campaigns and create a source of content that can continue to be re-packaged for many shorter pieces and needs.
They’ve even gone so far as to include bonus features – a “making of”, discussion of the score and a piece on the panther and its place in the company – in the L’Odyssée site.
By making everything effectively larger than life with all parts, it seems like they really hit the mark by doing mainstream advertising and maintaining the exclusive feel of the brand.
All in, its great to be able to see a well orchestrated execution work so beautifully when a brand mounts a big and bold campaign that stays true to it’s core and invites consumers to join it’s odyssée.