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Is Charlize Theron’s online splash enough for Dior?

Boots No 7 doesn’t play on the same pitch as Dior but it’s instructive to compare its new from Mother, featuring “new face” Nigerian novelist Chimamanda Adichie with the new campaign from Dior featuring long-serving face Charlize Theron.

Theron has an intellectual side too, of course, but here she’s doing the glam number, frolicking in the surf to an over-the-top soundtrack, as you mostly do in beauty ads.

Looks a bit chilly.

MAA creative scale: 5.

Here’s Boots (which got 6.5).

We weren’t entirely convinced. Why not? It’s a bit “the woods, the trees.” And women’s empowerment is beginning to pall a bit. Not that we’re suggesting….

Still it’s a proper ad in the beauty sector. Could Dior use some of that? Charlize seems to be scoring online so maybe they don’t need it.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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