Scarlett & Matthew’s short film for D&G
Every fragrance ad these days is a short film. In black and white. Remember, they’re all arty about it too. Don’t call it a commercial. “Short film” is its proper classification, thank you Robert Pattinson. Pattinson’s “short film” for Dior was built up for us like it was supposed to be some kind of awesome creative achievement and instead all we got was an imitation of James Dean.
So here’s the latest “short film” from Dolce&Gabbana starring Scarlett Johansson and Matthew McConaughey. You like it? I love it. I love that it evokes a 1960s kind of glamour, a time when women wore headscarves and smoked cigarettes in cigarette holders, and actually does succeed in capturing that “modern twist”, an expression overused and rarely achieved.
Because it’s not earnest. There’s a cheeky self-awareness to this “short film”, especially on Scarlett’s part that grounds it. She doesn’t take you entirely out of the narrative, but there’s enough of a wink here so that you know she knows they’re really just selling cologne here. And that’s why it works.