For Spring 2019 the team at Omega has released their Constellation collection campaign just in time for Oscar week featuring a bevy of international spokespeople; Alessandra Ambrosio, Cindy Crawford, Nicole Kidman, and Liu Shishi.
The talented group of accomplished models and actors were lensed by photographer Damon Baker against a set designed to emulate a skyline with in-house art direction by Audric Dandres.
The campaign makes a case for ‘who’ over ‘what’ as the series and accompanying video is focused on the talents drivign the consumer interest rather than the product, which is a wise move when you have such leads. That beign said the video does raise the question, when you have such strong spokespeaple, why don’t you let them speak?
To be fair, celebrity ad campaigns come with their fair share of challenges. It is unlikely any of the talents were in the room at the same time, a testament to the smart art directing and post-production work. Also, talents of this caliber come with a myriad of contractual issues, some of which could be circumvented by just not having them speak on camera. But all that being said, what is the point of having a spokesperson who can emote, and not giving them the power to do so?
This isn’t the first time the house has used Oscar-caliber talent and left them in the age of silent films. The Impression simply suggests the addition of some good copywriting and another six hours on set for two lines of copy per talent. The return over the additional expenditure would be far worth it to have Nicole Kidman speaking about her personal connection with Omega and a tremendous tagline may come from the experience which could roll-over to other products in the portfolio.
Plus the additional earned meida from all the outlets that kill for celebrirty statements and access could be of value.
That being said the campaign does the trick and now has to rely on the power of media to get the word out there with Omega is very good at. Hopefully, all the stars align for the house and they are able to convince stars to speak to how bright the house is down the road.
Art Director (OMEGA) | Audric Dandres Photographer | Damon Baker Models | Alessandra Ambrosio, Cindy Crawford, Nicole Kidman, Liu Shishi Stylist | Amarsana Gendunova Hair | David Babaii, Jian Gao Makeup | Sabrina Bedrani, Jian Gao Set Designer | Michael Sturgeon Producer | Sacha Di Bona Post Production | Feather Creative