2017 marked a significant year for Dior's advertising campaigns, showcasing a diverse range of visuals and narratives that reinforced the brand's multifaceted identity. While several commercials aired throughout the year, the focus on #missdior and its association with Natalie Portman significantly shaped the public perception of Dior's 2017 marketing efforts. This article will delve into the various Dior commercials of 2017, exploring the campaigns, the women who starred in them, and the overall impact on the brand's image.
The Reign of Natalie Portman and Miss Dior:
The most prominent Dior commercial of 2017 undoubtedly centered around the Miss Dior fragrance and its face, Natalie Portman. This wasn't a single commercial, but rather a series of interconnected visuals reflecting the playful, romantic, and ultimately sophisticated essence of the perfume. The commercials, easily identifiable with the hashtag #missdior, showcased Portman in a variety of settings, often emphasizing natural beauty and a sense of effortless elegance. The aesthetic leaned towards a youthful, slightly whimsical style, contrasting with some of Dior's more traditionally glamorous campaigns.
The choice of Portman herself was crucial. Her established reputation as a talented and intelligent actress, combined with her sophisticated public image, perfectly aligned with Dior's target audience. The commercials didn't shy away from showcasing Portman's personality, allowing glimpses of her playful nature to shine through. This authenticity resonated with viewers, contributing to the campaign's success. Rather than simply presenting the perfume, the commercials created a narrative, albeit a subtle one, around Portman's experience with Miss Dior, associating the fragrance with a sense of personal joy and self-discovery. The use of soft lighting, romantic settings (often featuring gardens and natural landscapes), and a delicate musical score further enhanced the overall mood and message.
Beyond the visual aspects, the Miss Dior 2017 campaign also utilized digital marketing strategies effectively. The hashtag #missdior became a significant part of the online conversation, encouraging user-generated content and expanding the campaign's reach beyond traditional advertising channels. This integrated approach, combining traditional television commercials with a robust digital presence, exemplifies Dior's forward-thinking marketing strategy.
Beyond Miss Dior: Other Notable Dior Commercials in 2017:
While the Miss Dior campaign dominated the conversation, Dior also aired other commercials in 2017, showcasing different facets of the brand and its diverse product lines. These commercials, although perhaps less widely discussed than the Miss Dior campaign, still played a vital role in the brand's overall marketing strategy.
J'adore and the enduring Charlize Theron:
Charlize Theron continued her long-standing partnership with Dior, starring in commercials for the iconic J'adore fragrance. These commercials, distinct from the Miss Dior campaign in both style and tone, projected a more classic and sensual image. The "woman in J'adore commercial" was presented as a powerful, confident individual, embodying the sophisticated and timeless allure associated with the fragrance. The visuals often featured Theron in elegant gowns, showcasing the luxurious aesthetic of the J'adore brand. Unlike the whimsical nature of the Miss Dior campaign, the J'adore commercials emphasized a sense of refined glamour and understated luxury. This contrast highlights Dior's ability to cater to a broad spectrum of tastes and preferences within its diverse customer base. The "Dior commercial girl," in the context of J'adore, represented a more mature and established woman, showcasing a different ideal of beauty and femininity.
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