From Sunday’s New York Times Styles section.
For the literati-impaired, that’s 80-year-old Joan Didion, a minor 20th Century American author best known for her collection of essays Slouching Towards Bethlehem.
Several questions for the fine folks at Céline:
1) What the hell are you thinking?
2) How many readers of the Times do you think will recognize Didion?
3) How many of them will give a damn she’s in a Céline ad?
So, to recap:
A high-end retailer uses a low-recognition author to promote an image that might – or might not – resonate with the over-80 set. (Not that there’s anything wrong with them.)
But in the New York Times? On Sunday? At those advertising rates?
To us, that’s Slouching Towards Bellevue.
Sixth floor, psychiatric ward.
Campaign Outsider 
Follow the money.
In a word: TMM (too much money). And also likely feeling oh-so-clever and pleased with oneself!
But the NY Times ad department must love these, as it is easy money with no need to worry about details such as “did the ad do anything?” Or maybe it is a favor owed to Didion in some way, by someone? Or an ego-trip for someone?
All are possibilities, and I am sure there are more.