Celebrity endorsement has always been a prominent factor in consumer culture, and fashion is no exception. We’re not surprised seeing Brad Pitt ramble on existentially like a nitwit in front of what looks like a square bottle of piss, but what happens when you put an artist behind the product, results differ slightly, moving more towards the synchronization of the product and artist, rather than blatant celebrity endorsement.
Enter David Lynch, and his whopping sixteen minute surreal adventure of an advertisement for Dior. Not as much an ad as a full blown short film, Lynch employs a number of his techniques to this tribute to Dior; flashing lights, haunting soundtrack and dream sequence. The commercial aspect of this film has been diluted; the word Dior isn’t seen or mentioned whatsoever, which enhances the brand’s artistic credibility. This goes back on Lynch themes of blurring the lines between what is art and what is film.
Overall, it’s just an advertisement for a purse; and the ad itself, is sufficient. Yet being a creation manifested from deep below Lynch’s sublime hair, it’s just not an ad. It’s a criticism on the consumerist fantasy world in which we all live in, despite being a little too long and quite vague, but that’s Lynch’s style. On the other spectrum of advertising you’ve got your ‘good’ commercials, which are essentially lies; delusions and falsehoods trying to convince the consumer they need the product they’re selling. So coming back to Lynch, selling a purse is a task diametrically opposed to his instinct; to tell the truth of reality as he experiences it, even though it may lead the viewer through several smoke machines, up a road in the eastern Santa Monica mountains of Southern California, and into rooms with red curtains and black and white tiled floors. The two conflicting interests of both Lynch’s artistic mind and the goal of endorsing a product cancel each other out, creating quite the mediocre advertisement for the product, and quite the short film for Lynch to experiment with.
Here’s the video:
Sherman, L 2010 ‘Video Exclusive: David Lynch’s “Lady Blue Shanghai”’ viewed on 22/08/15
Copping, N 2010 ‘David Lynch’s new film for Christian Dior’ viewed on 22/08/15