|Who Watches The Watch?|
|by Syd Briscoe|
Rami Malek and French actress Catherine Deneuve star in this classy spot for Cartier. The film uses nifty VFX work to recreate Deneuve at various points throughout her career, as director Guy Ritchie takes the audience on a trip through time and style to commemorate 27 years since the creation of the brand's Tank model.
The film opens with a suave Malek spotting a younger version of Deneuve in a crowd, instantly inspired to capture her visage via a vintage camera. His tech changes with the decades - evolving from flashbulbs to digital film - and in this heightened reality his laser-focused interest in preserving her image is creative rather than creepy.
A current - and still glam - incarnation of the actress rolls up in a sleek black car at the end of the film, acknowledging her timeless admirer with a nod. This is an interesting take on the brand's enduring style, reconnecting the luxury giant with its French roots in the face of international appeal.
Product Category: Jewellery