The Power of Short Film
December 6, 2010 § Leave a comment
“Lady Blue Shanghai” is a eerie 6 -minute film that opens in hazy Shanghai, where Cotillard, dressed in a sharply tailored Dior skirt suit returns to her hotel room to find music blaring and a sapphire Dior patent quilted handbag sitting in the middle of the room. Once Cotillard notices the bag, the bag starts to emit smoke and light. Shocked by this site, Cotillard’s character calls two security guards to investigate.
Once the security guards start questioning Cotillard, she admits that within the last 12 hours she was somehow transported back to old Shanghai, where she met a tall, dark, and handsome Chinese man, and fell in love. The director created a flashback of the love affair which consisted of a series of out of focus frames, one in which the highly coveted Lady Dior handbag floats out of a billboard. Back in real time, Cotillard is coaxed into opening up the handbag, which reveals a single blue rose which she clutches to her heard. Once she pulls out the blue rose, the short film ends.
The Dior vignettes are an effective way to market handbags as handbags are a luxury product and without an emotional attachment to a handbag, most people aren’t willing to pay a premium for a product they can get at a lower price. What the Dior handbag vignettes do is bring emotion, drama, and a sense of rebellion into the handbag purchase. Good short films should have focus, freshness, simplicity, conflict, film like qualities, and structure. Similar to when you watch a love movie you leave the movies thinking that what happened in the movie will happen in real life. You are taken away from reality and may act differently if you are caught up in the moment. Dior brings emotion and drama when marketing their handbags. When I watched all three short films I got caught up in the drama and thought to myself I would love to be Marion Cotillard, live abroad, and carry a Dior handbag. On the flip side, if I were to walk into a Dior store and see that same bag on a shelf I would have no emotional connection to that bag and an in-store advertisement isn’t going to sway me to buy a $500+ Dior handbag. For this reason, I think that running a series of short films surrounding its luxury handbags is a smart and effective marketing decision.