Celine Dion goes shopping 90s-style in Instagram festive ad

Celine Dion doesn’t take herself too seriously these days. How could she after an eight-year run in Las Vegas and a carpool karaoke with James Corden? Plus she has her very own water park attached to her house.

She’s also happy to recreate one of her most cheesy 90s videos, “It’s all coming back to me mow,” for an Instagram Christmas Shopping campaign.


The film by Mother New York sees Dion wandering around a huge, empty house with billowing net curtains, shopping 90s trends and posing in everything from adidas to Oscar de la Renta. It’s entertaining and does a good job for Instagram Shopping too.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.