I caught this commercial as I was getting ready for work today and it absolutely blew my mind. I was already late and had to stay for the entire three minutes and thirty one seconds of it! That is saying something in itself.
At first, I thought this was a trailer for a movie that was coming out that I hadn’t heard about, but I quickly realized it was too complete of a thought for it to be one. When I say complete I mean it. Some highlights of the ad are:
- real panthers
- shot in location in France, Italy and Spain
- full orchestra for the original soundtrack
- high-end special effects by WIZZ, a french production studio
The reason for such an epic ad campaign from a company that rarely advertises on television, at least in the United States is to celebrate their 165th birthday as a company.
According to the Cartier Website, the short film used three real panthers to walk us through the famed jeweler’s history. These beautiful big cats had never stepped foot on snow before the shoot and with locations like France, Italy and Spain, the film makers were a bit worried the Panthers might act strangely around the powder.
Overall, through the use of quality graphics, sound and theme, this made for one of the best ad campaigns I have seen in a very long time. It’s unfortunate that Cartier was unable to showcase their work for a larger audience during the recent and most-watched event of the year, Super Bowl XLVI, although the cost of the ad space would have averaged closed to $24.5 million for the three and a half minute short film. I think they should take the money they saved and give the panthers, Cali, Tiga and Damou their fair share of premium steaks on diamond encrusted plates for being such good sports.