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It is night in Paris, a delicate music begins and appears in a Cartier boutique a big house, with a panther inside. A beautiful diamond panther. Suddenly, the panther comes alive, explodes, and millions of diamond spread all over the room. Then, the journey begins.
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| © Cartier - L'Odysée |
This is the advert of Cartier, which was made
for its 165th anniversary. More than a simple advert, this is mini
movie (3min30, it is quite long for an advert). Indeed, Cartier has spent close
to 4 million of euros in the realization of “L’Odysée” with stunning special
effects and 3 real panthers. But the success is here: the video on the CartierYoutube Channel has been seen more than 17 million times.
With a mysterious atmosphere and then almost
epic, Cartier allows the watcher to travel. Between St Petersburg, an Indian
Palace and Paris, Cartier revisits all the places which had an influence on its
jewels and its luxury clocks. The watchers travel, dream and escape in the
luxury world for a moment.
Even if this advert doesn’t introduce clearly
Cartier’s products, some are present, naturally added to the landscape, such the
big ring and bracelet “LOVE”. Moreover, the goal of “L’Odysée” is above all to
develop in the mind of the consumer the Cartier image (a sophisticated and
elegant image of course!). And what is better than a magnificent and stunning
advert, Paris by night and an elegant panther for a brand such Cartier?
Absolutely nothing. (N.B: Cartier is a French brand with a panther as symbol).
Lot of people has been convinced by the beauty of the advert and so do I!
In addition of being beautiful and poetic,
“L’Odysée” reminds the Cartier History with key places and key moment such the
“place Vendôme” and the “Grand Palais” in Paris but also the aviator (Cartier
invented the first wristwatch for an aviator who was complaining about his
pocket watch).
Objective achieved: Elegant and smart! Bravo Cartier.
Credits
Advertising agency: Marcel
Announcer: Cartier
Product: jewellery
Realisator: Bruno Aveillan
Compositor : Pierre Adenot
Actress: Shalom Harlow
Country :
France
Date of first diffusion: 4th march 2012
If some of you are interested, there is a "Behind the scenes" video with english subtitles here.
If some of you are interested, there is a "Behind the scenes" video with english subtitles here.
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