Dior leaves a good thing behind

Am I the only one that is hugely disappointed by the new Miss Dior Cherie ad? I mean… it’s not a bad photo, per se, but I just–

Okay, let’s be totally honest. I hate it. I hate that it’s not the old ad; I hate that the gorgeous Natalie Portman looks a fair bit unlike herself; I hate that they felt the need to add “artistic suggested nudity.” I hate that the damn bottle is off-center!

The ad is boring, Dior. It’s mainly innoffensive, and yes, (dare I say it?) it’s pretty… but it’s BORING. I like the two-page ad a bit more, but still: this just doesn’t have the appeal that the previous campaign had. Bring back the fun, playful version, with Maryna Linchuk! That Miss Dior Cherie campaign has been a favourite of mine since it started running; I even wrote a full post about it last year. (An entire post, dedicated simply to great advertising! Yes, it was that good.) Why attempt to fix it if it wasn’t broken to begin with?

A moment to reminisce:

And a one more Miss Dior Cherie ad that didn’t quite “hit the spot” for me: via

I did love this one, though: via

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  • Reply dani@callitbeauty

    you know what, i find celebrity endorsements usually miss the spot for me =/. with models, it's about the product. yes, they're beyond gorgeous, but they're selling the product. celebrity ads endorse the celebrity more and i always thought that the brand doesn't even bother to be creative when a celebrity models for the product. your examples above are proof. also, look at anne hathaway for lancome, gwyneth paltrow for estee lauder, etc.

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    January 13, 2011 at 1:09 PM
  • Reply Tea

    Natalie is gorgeous but this just does not have the girly, playful innocence that the past adverts have. That is a seductress pose and not a "i may be wearing a pink frou frou dress but theres more to me than that" pose…if you know what I mean haha
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    January 13, 2011 at 4:30 PM
  • Reply Kate & Zena

    Hm, I must quietly disagree with you. I like the new Miss Dior ad. It's soft, girly, coquettish, and a has a bit of that whimsy "Alice" feel. I don't wear fragrances, so I couldn't tell you if that's what the perfume is supposed to make you feel like.

    Remember, this is only the first Miss Dior ad with Natalie Portman. The first ads sometimes don't hit the right mark. Also, every model–whether it's a professional model or a celebrity model–has their own, what's the word, "mood." I don't know the right word. Natalie doesn't have the innocence the other model did; she's a bit too old and far too intelligent (she does have a BA in Psychology).

    And as much as I am someone who likes things centered (I will center paintings that are tilted in a doctor's office, okay?), the off-centered bottle makes sense. It would look really, really weird centered as it would cut out a huge chunk of Natalie's back. It would look REALLY weird, trust me. I didn't even notice that it was off-centered until you pointed it out; it flowed very naturally.

    Finally, some people love the drama and all the busyness of the old ads (I'm sorry, the balloon and the skyscraper and the fastidious amounts of flowers in each ad…it's TOO MUCH for my Autistic brain, waaaaaaaaay too much) ; I simply love the simplicity of this ad. It's very Natalie. It's very Dior. It's very much what I think of when I hear the words, "Miss Dior Cherie."

    January 13, 2011 at 8:11 PM
  • Reply glittergeek

    Why did you have to point out that the bottle is off centre? *pushes it a little to the left*

    Also, that last photo: perfection!
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    January 13, 2011 at 9:59 PM
  • Reply Laura R

    ZOMG you couldn't be more right about the Dior adverts. i didn't know the previous model's name but the campaign featuring her was one of the most artistic and effective ads i have ever since, especially for a fragrance. i like Portman and all, but this ad is DEFINITELY dull. it makes Miss Dior seem like an agoraphobic nudist rather than a girl filled with joie de vivre and creativity.

    January 14, 2011 at 8:41 AM
  • Reply Angela

    I love Natalie Portman but between her ad and the one with Maryna there really is no comparison. I hate to use the word "typical" when it comes to her (I really do lurve her) but it comes off as your ordinary fragrance ad. The ad with the balloons and hot pink skirt is so adorable, interesting, and fabulously playful that the other looks so blah when I scroll back up to it.
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    January 14, 2011 at 10:50 PM
  • Reply Rose

    I cannot agree with this post more. The 'new' ads don't feel new because I've seen it all before. The semi-nude celebrity is so BORING, (Scarlette Johansson, Kiera Knightley, Jennifer Aniston, etc etc etc they've all done it), it depresses me just looking at it, which is awful because I LOVE Cherie. The only reason I checked out Cherie in the first place is because of the original, flouncy, pretty ads. Also not liking the semi-edgy model on boring background.

    Dior, are you listening?

    January 16, 2011 at 11:50 AM
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