"Peaky Blinders" and "Inception" actor Cillian Murphy is the latest celebrity to promote luxury brand Montblanc, following the likes of Spike Lee and Taron Egerton.
In the brand's new global spot from Wieden+Kennedy Amsterdam, Murphy makes a journey in one direction while the rest of the world appears to be moving in reverse. We see him (sporting a Montblanc backpack) walk through a theater, along streets and back to a hotel lobby where he picks up a script and starts to underline passages.
Meanwhile, everything around him appears to be going backwards, from actors rehearsing to a woman reading a book or a drop of water in a puddle. "If you could go back would you change our direction?" he says. "How we move through this world defines us just as much as our passions."
The ad is the latest in the brand's ongoing campaign themed around the idea of "what moves you makes you."
Along with the spot, directed by Ian Pons Jewell via Anorak, the campaign includes out-of-home ads, social films and print ads. According to Montblanc CMO Vincent Montalescot, the campaign is aimed at “encouraging a new generation of Montblanc customers to get out and move with passion, curiosity and style, as they pursue what truly matters to them in life."