Plenty of holiday shoppers dream of a gift from Tiffany & Co. But when a saleswoman at the flagship Fifth Avenue store falls asleep, what does she dream of? None of that Nutcracker nonsense, that’s for sure.
Actress and model Zoë Kravitz (daughter of rocker Lenny and actress Lisa Bonet) stars in a whimsical, wondrous journey into the inner workings of the jewelry giant, as seen through the eyes of a dozing employee. The 60-second spot from Laird & Partners is set to Aerosmith’s “Dream On” and was directed by Mark Romanek, who also directed Beyoncé’s “Lemonade.”
Like Alice, Kravitz falls into a fantastic world populated by odd yet familiar creatures. Model Xiao Wen Ju is the white rabbit-toting manager of a Tiffany’s factory that takes more inspiration from Willy Wonka than the Diamond District. As she tours the facilities, she gets a firsthand look at the creation of products from the brand’s Paper Flowers, HardWear, Tiffany T, Return to Tiffany and Keys collections, made by models Karen Elson and Maye Musk.
Then Naomi Campbell shows up (she’s everywhere this holiday season) and throws a tea party with pastries from Tiffany’s Blue Box Café. Viewers hoping for more can see an actual in-house workshop at the Fifth Avenue store through Jan. 1 featuring real jewelers, stonesetters and engravers.