Guy Ritchie, one of the first big name directors to make a commercial (BMW’s The Hire), has teamed with his Sherlock Holmes star, Jude Law, and Slovak model Michaela Kocianova to create a five minute film for Dior Homme. OK, it’s really a four minute film becasue the entire last minute is just movie-style credits.
The film is all noir and shit with Kocianova helping him dress as he speaks to another woman on the telephone. Or something like that. Who the hell knows. It’s hard to tell who’s talking to whom in this film or what the hell’s going on. But, I guess it doesn’t really matter because, well, nothing ever does when it comes to high fashion. The more logically whacked it is, the better.
Of course, none of this matters. The only important thing is that a mood is created, the product is shot and a mysterious overtone is created. And this film succeeds at all three.
After all, what else can a fragrance ad say? Buy our smelly shit and spray it on your neck? Nope. That’s just way too boring.
