Software and apparel marketing took a backseat to Dior this week, as the fashion house cast Twilight star Robert Pattinson in its campaign for Dior Homme fragrance. Set to Led Zeppelin, the spot establishes Pattinson's badass status as he kisses French models, crashes parties and stands moodily on rooftops. The ad, directed by Romain Garvas and produced by Paris-based Iconoclast, racked up 7 million views, according to Visible Measures.
Dior's Twitter feed fixated on the hashtag #DiorRob last week, as the brand leaked exclusive scenes, images, a director's cut and even a Vine video for the campaign. While the black-and-white film garnered praise for being "hot" and "steamy," it's also drawn criticism for conforming to every other perfume commercial. It follows Calvin Klein's lead, as the brand released a fragrance spot in July that features Rooney Mara in black and white.
The campaign includes several cuts of the spot, as well as a couple of teasers. There are more than 50 related clips in the campaign.