Some of you may think that I like this commercial because of my South African background. To those, I say: GROW UP! I really, really like this commercial and NOT because of Charlize Theron being featured in it, but rather the iconic, Grace Kelly, Marilyn Monroe and Madam Legs herself, Marlene Dietrich.
Do yourself a favor and research what astronomical amount Ms Theron is being paid for this and ask yourselves: Is it worth it? Will she really help to sell so much perfume?
I tried looking for the amount Ms. Theron was paid and I did not find out but I wanted to comment. Charlize Theron is sharp! Always has been. Very classy and she looks great. I am quite sure this perfume will sell with her help and the help of screen legends Marilyn Monroe, Grace Kelly and Marlene Dietrich. Charlize may be considered a screen icon in our time. She did a great job in this commercial and it was very well put together…can’t wait to see how much the perfume sells.
“Theorn gets a expensive deal”
Dior has in the last few years taking their advertising to the next level. In the past the couture fashion houses from around the world used traditional house models which eventually led to the SUPERMODEL mania of the early 80s -90s. They were fetched up and signed to the designers for long term contracts with the prospect of selling their products and gaining a much higher profits. The idea was developed that if they could have at least one face for a long period of time consumers would be able to identify with the product and could also relate to the model as a brand ambassador. From here on the SUPERMODEL mania took off and everyone wanted to buy the product the model was wearing. Sales went through the roof and the incomes for model tripled in earnings, creating the phenomenon that public and celebrities could now demand higher payouts from the fashion houses should they want to use their face.
Theron signed a contract deal between $ 3 million and $ 5million. We can assume that part of this great deal comes a lot free perfume, a spread on every magazine in the MONDO and free access to any Dior fashion shows that permit her to brand expose the Dior name.
Hilary Swank has been scooped up by Calvin Klein along with young and new actresses Scarlett Johansson, Diane kruger and Chloe Sevigny have all had campaigned for Louis Vuitton.
The most highest paid celebrity to campaign for a designer brand name was Nicole Kidman who was reported to be paid over 10 million to become the face of Chanel’s Legendary No.5 perfume. The advertisements were shot by Australian film director Baz Luhrmann.
All in all the majority of these band names have sustained themselves long before celebrities, SUPERMODELS, and sports figures came into light. These designers founded their companies in the last century and the secret behind their success is due to the exquisite attention to their products, and been true innovators in a time where fashion was not considered a priority and coming up with new ways of expression through the art of clothing design.
Theorn may have some natural beauty advantages, but lets face it, without technology and photoshop I hardly think everyone is running out to Saks to buy a $100 bottle of Le Perfume…