I remember seeing this Cartier ad a few months ago, and when a saw the new Christmas Cartier commercial, I remembered the old one. The short advertisement for Cartier had me completely mesmerized, not only because of the somewhat odd elements of the commercial, like the Indian building on the Elephant and the giant golden dragon, but the beauty of this ad really got me into it. The strings in the background really kept my attention. I remember looking it up online shortly after I saw it to hear the cello music again. The way it appeals to us on so many different levels is why I thought this commercial was fascinating.
Immediately after the jaguar had completed it's journey, it met a beautiful woman, and the commercial ends with the woman and the cat together. Another reason the buyer of the product is depicted here is that when you use Cartier accessories, you will also get beautiful company, who is rich and attractive. But if you can afford the things that Cartier makes, you might already be surrounded by these kinds of people, so making it a need among the more wealthy of society is that this is what you have to do because you have money, and should buy Cartier brand things.
Even though there are no words in the commercial, the rather abstract message leaves the content of the commercial slightly open for interpretation, but the powerful music, the rich areas the jaguar walks through, the beautiful landscapes, all leave the viewer in a sense of awe, and when the commercial is over, leave the viewer wondering with the same awe-struck mindset when the words "Cartier" are said with a strong, French accent. The stereotype of French people are rather "snooty", for lack of a better word, is also appealing. Not trying to be racist, but that is just a stereotype I've seen, appealing once again to the higher class audience.
The jaguar is a powerful, beautiful animal, thus making the product seem amazing. The product is revealed only after the jaguar has gone on this amazing odyssey, through what appears to be a snowy country, maybe Russia, through China and India. This need for exotic countries, and a need to experience this escape, or go on this odyssey when the jaguar breaks out of it's museum like confines, and into this magical world, is something the advertisers really knew how to do.
At one point, the jaguar walks into a glittering cave filled with jewelry, and creatures made of diamonds and precious stones. Surrounding yourself with these things is representing a need to affiliate, and fitting in to the crowd. By using this beautiful brand of jewelry, you will be surrounded by beautiful things as well. I think the jaguar represents more that person using the product, and at the same time the product itself. Cartier makes watches, jewelry, etc. In the beginning, the cat is shown as a sculpture of jewels, but breaks off to become a real jaguar. It's implying that this is more than just an inanimate object, and that it will become a part of who you are.
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