Sofia Coppola’s latest turn in the director’s chair is taking us to glossy Hollywood pools, flashy clubs and dreamy houses: the online campaign for the relaunch of the Panthère de Cartier collection.
Arnaud Carrez, Cartier’s international marketing and communication director, spoke about the choice of working with the director of Marie Antoinette “[she] has always resonated with the spirit of Cartier as an icon of style, taste and elegance”.
“The scale of the relaunch and this kind of communication platform has never really been done at Cartier,” he added. “It’s a big story for us.”
The Panthère commercial is described as a modern reinvention of the past — this time, 1983, the year the Panthère was introduced (production stopped in 2004). “There were so many great movies, and I love the stars of that time,” Ms. Coppola said in a statement. “I remember the glamorous kind of women who wore a Panthère watch.”
The commercial set to the soundtrack of Donna Summer’s ‘I Feel Love’, stars the Australian actress Courtney Eaton (handpicked by Coppola specially), Courtney’s youth and vitality make her an ideal Cartier girl. “I remembered meeting Courtney Eaton at a casting for a film, she just has charm and naturalness,” said Coppola.
The watch comes in two sizes and 14 styles.
Watch the new Panthère de Cartier campaign by Coppola: