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Playing on the same theme as its playful retro video game ad, the latest Mise en Dior pearls advert takes viewers through the chicest arcade game of pinball on earth; that in mind, these aren’t any balls being smacked around. You follow the glamorous journey of a pearl as it pings through the brand’s make-up line, Dior J’adore Fragances and even scores some points on Avenue Montaigne in Paris. The pearl pinball ad is intended to take a new spin on the timeless pearl necklace; an essential part of the Mise en Dior costume jewellery collection.
Under the creative direction of Camille Micelli, Dior uses flashy lights and electro-style classic music to give the ad its glitzy glam ambiance; almost evocative of the Gossip Girl opening credits and clearly aimed at reaching a younger demographic. While Dior’s newest strategy is full of modern pop glam, one has to wonder if, in its attempt for youthful vitality, it isolates its traditional appeal of chic sophistication. I know when a Dior dream coils up around my brain/heart, I’m left breathless thinking of Beautiful women with nails manicured to perfection and French accents, not Gossip Girl fans. A new direction is fantastic in theory, but as seen with the Dior Video Game, does the iconic couture house risk altering their image?