Lady Dior Baffles While it Entertains

Fashion firm Dior has just released the first “chapter” of Lady Dior, a series of videos starring Oscar-winning actress Marion Cotillard.

The video itself is lush and well-shot.  Cotillard, who gave one of the great performances ever in La Vie En Rose, isn’t asked to do much more than look gorgeous and mysterious, does just that with aplomb.

While the story is a bit vague, on purpose one would guess to keep us coming back for me, even more vague is Dior’s distribution strategy.

For starters, there is no way to embed the video elsewhere.  There are also no quick ways to share the link to Twitter, Delicious or any of the other social bookmarking services.  In fact, it appears that the only way to share the video provided on the Dior site is to email a friend the direct link.

Oh, it was also very weird that once the video begins there seems to be no way to pause or rewind.  This was strange considering most of this sort of viewing happens in an atmosphere where the need to pause and rewind can occur with frequency (like when the boss pops his head in).

It’s nice to see brands investing these sorts of resources into gorgeous video but it remains to be seen whether or not they have the ability to distribute these videos in such a way as to actually drive an increase in sales.

Let’s be honest, they’re not in it for the art.

No Comments

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a comment