So the Missus and I were watching CBS’s The Good Wife last night when this ad popped up:
The spot ran three and a half minutes but felt like an eternity, which is exactly the image Cartier is going for.
The Missus tells me that all the visuals in the ad reflect classic Cartier creations, and of course I believe her. But I still can’t believe this ad will produce any significant return on investment.
Then again, what do I know.
Campaign Outsider Sidebar™
The Cartier epic was also featured on YouTube’s homepage:
Question: Are the YouTuber potatoes the target market for $15,000 watches?
Just askin’.
Campaign Outsider 
They also have the banner on nytimes.com right now:
Probably closer to the right audience there, though.
Thanks, Col. Good to have sharp young eyes assisting us.
Saw that last night. As per usual, commercials are my chance to channel-surf. I was astounded to find, as I switched back to CBS occasionally, that the Cartier commercial was STILL going on!
Nice leopard, though.
Sunday’s Boston Globe had a short item about rising-fifths being used in music for science fiction fillums ever since Stanley Kubrick’s “2001-A Space Odyssey” used the opening of R. Strauss’s “Also Sprach Zarathustra” . Sure enough, the soundtrack of this commercial used similar rising fourths or fifths also.
1) I hate it when my diamond-encrusted leopard pendant springs to life and runs away.
2) The ad features the landscapes of India and China prominently, and the color red runs through the ad. Red is a wedding color in India and is considered a lucky color in China. It looks like Cartier is making a subtle pitch to attract customers from an area of the world with booming economic growth without tipping it’s hand. Just a thought.
I like it – fiendishly clever.
The commercial was fun to watch, if long enough to make me wonder “When is this thing going to end?”. I noticed the shots of wrist watches, that led me to think it would be a jewelry commercial. In the end, who was it targeted to, was it worth the money, and will it entice anyone not closely watching, to shop at Cartier?
Dunno, Al, dunno.