Breaking the stereotypes: never imitate, always misfit!
Cartier – a luxury brand which through their latest creative is embracing the world we live in, a world which is more kooky, more diverse, and more inclusive.
Over the years, luxury advertising has tended to conform to certain category codes. To get across the aspirational world which, we all desire, there “needs” to be certain components which are there to whisk us away into a world which may seem beyond our reach.
For a long time, luxury advertising would only portray beautiful young models or celebrities, dressed in couture, featuring a stunning setting.
But the world we live in has changed drastically and the tide is turning for many brands, with appropriate representation and relevant storytelling high on the list of musts for advertising. In this context, Cartier’s Tank Française creative caught the eye of Ipsos’ Creative Excellence team. In their most recent campaign, Cartier has broken away from the mould, to focus on aspirational spokespeople, and less so on what may be considered specimens of physical perfection. In this paper, Ipsos reveals why the effective campaign is a true 'Misfit'. Featuring non-conforming characters and original storytelling, with the brand at the heart of the narrative, the creative delivers a remarkable audience experience.
