Cartier makes magic

Cartier’s new ad L’Odyssee de Cartier 2012 is a truly unusual experience. The ad lasts for about 3 minutes and left me with a “wow-feeling”.  

At first, it looked like a trailer for a movie, which is supported by the dramatic music composed by Pierre Adenot. The purpose of the ad was to show the history throughout last 165 years of the jewelry brand by visiting places such as Paris, St. Petersburg, the Chinese Wall and Taj Mahal.  

This ad is an amazing visual product simply because it takes us through a journey with a leopard as the main character by using special effects, beautiful emeralds and diamonds and a breathtaking scenery.

The strength of Cartier’s new ad is its ability of moving the viewers by giving them an esthetically magical experience and leaving them mesmerized.  This kind of fascination can do wonders for a company’s campaign since the video seems so captivating that it deserves to be spread through social media channels. I first came across the video on Facebook and later on Twitter. People are sharing because it’s something worth talking about, which also works as the biggest criteria for a viral success. As of today (18 March 2012), it already has 4,9 million hits on YouTube.

Cartier did a great job producing and promoting the commercial and taking advantage of social media.

What makes an ad great and successful is its ability to make an impact on the viewers’ minds. Although Cartier’s target group probably accounts for maybe only 1% of the world’s population, it still works as a tool for branding the company’s history as an exclusive, luxury brand around the world.

It took 2 years to produce the ad. It’s created by the advertising agency, Marcel, from Paris and directed by Bruno Aveillan.

Watch the video here: L’Odyssée de Cartier