Sep 8, 2011
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Dior takes new approach in TV ad for J’adore

Sep 8, 2011

On September 4, Dior’s new advert for its J’adore fragrance was aired for the first time on French television channel TF1 after the 8 o’clock news. Designed by TBWA and directed by Jean-Jacques Annaud, the commercial features the stunning Charlize Theron, face of the fragrance since 2004, rushing backstage at a Dior catwalk show to the sound of Heavy Cross by American band Gossip.

The South African actress and model has thus been using her sexiness to promote Dior’s flagship fragrance for over seven years, with this one being her 3rd TV spot. In her previous J’adore commercial, which came out in 2006, Charlize Theron is seen strutting down the corridor of a luxurious Parisian apartment, which mixes tones of black and gold, as she progressively takes off her clothes until the only thing that she is left wearing is the perfume on her skin. Now, with a less provocative approach, the new ad shows her getting ready backstage at a Dior fashion show. Filmed in the ' Galerie des Glaces' at the Château de Versailles, the spot also features perfect digital recreations of the late Grace Kelly, Marilyn Monroe and even Marlene Dietrich. The video is nonetheless very sensual, ending as the model walks down the runway on a revealing outfit that shows off her feminine curves. The 90-second short film will also be broadcasted in shorter versions of 30, 45 and 60 seconds.

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