Any regular reader of this blog knows that my opinion of fashion film shorts is not exactly sky-high; of all the ones produced by this industry recently as it discovered the joys of YouTube and its gazillion viewers, only one has really worked. That’s because it walked a perfect line between self-mockery and great fun, and was not obsessed with framing its products perfectly in the camera’s eye. (The film of which I speak features models wearing Lanvin and dancing to Pit Bull.)
So I admit: when Cartier called me to tell me about its new commercial, my first reaction was (and I’m not proud of this, but we are going for full disclosure here): oh, no. Not again. Ergghh. And so on. But I took myself off to the unveiling at the Mini Palais restaurant in Paris anyway, sat myself in the plush velvet seat and prepared to grit my teeth.