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March 24, 2009
Sofia Coppola and Miss Dior

In France, Dior is online with a website to complete the communication action around its fragrance Miss Dior Cherie.


Since the key (and most expensive) part of the campaign is the TV spot directed by Sofia Coppola, the site is built around so, at first sight, you might think "yes, nice but it's nothing new". I tend to agree, the book interface has been done already hundreds of times, but I still think the Miss Dior Cherie site is still a good work to point out. And I'm not saying this because of the nice visuals or the beautiful music that welcomes visitors.

I like the Miss Dior Cherie because it demonstrates that even if you bet all your money on a Tv campaign, you just can no longer afford not to be online at the same time with a dedicated website that tell just a bit more than the commercial.

I realize my comments are probably just a sad critic to the Italian old fashioned way of approaching advertising. I know that in most of the countries what I'm saying is just as old fashioned and boring as my previous sentence. Anyway please forgive me, but sometimes I just can't help showing my frustration for such a tremendous lack of digital culture in my country.

In case you are interested, this is Sofia's commercial.

via Buzz et cie...

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