April 7, 2012
Is the Cartier ad the start of something new?
While premiere episodes of The Good Wife and Celebrity Apprentice competed for primetime ratings, a brand new, three and half minute Cartier commercial stole all of Sunday night primetime.
A three minute commercial film is a novel idea for American television. And a welcomed idea as well.
For one, the singular three and half minute ad cuts down on the four to six, successive, frantic thirty second ads believed to be responsible for much of the country’s undiagnosed attention deficit disorder in adults and children.
Instead of many unrelated commercials in a row, audiences get one with the new Cartier ad. The Cartier ad has a name: “L’Odyssee de Cartier.” Cartier’s Odyssey is 165 years old. In other words, Cartier’s been around since 1847. The three minute video speaks to a rich history of entrepreneurialism and adventure.
Hopefully the Cartier ad is the start of something new. It would be so much better for American television, its younger viewers and consumer parents, if one product had one long and interesting commercial that returned viewers back to their show immediately after its three and half minute commercial run.
A new wave of three and half minute commercials for one product would drastically reduce the number of consumer advertisements that Americans are exposed to in such short periods of time.
For another, the ad embodies what television really should be: pure, driven and inspired creativity. It’s immediately clear the Cartier Odyssey ad is produced somewhere outside of the U.S. And it’s clear because U.S. luxury ads tend to drown viewers in excess.