French luxury brand Cartier recently unveiled a short advertisement, “ L’Odysee de Cartier,” showcasing its 165- year heritage.
The ad is filled with references starting with the panther that symbolizes renowned Cartier designer, Jeanne Toussaint. The animal’s journey from France to different locations narrates the rich history of Cartier.
Its first stop was Russia, one of the brand’s oldest markets. For centuries, Cartier has been commissioned to create pieces not just for the aristocrats in Russia, but also for its rich patrons across Europe, including the British Royalty. The panther then travels to the Great Wall of China where it encounters a golden dragon before alighting on a giant elephant’s back for its journey to India. The elephant carries upon its back jewelry archived by Cartier. China and India are currently considered the largest consumer markets in today’s economy and everyone, including Cartier, aims to woe a large portion of that market. For its return to France, the panther hops off the elephants and hitched a ride with aviator Alberto-Santos Dumont, the owner of the first wristwatch ever produced by Cartier. The panther gets off the plane and lands on Place Vendome and snuggles with Shalom Harlow at the Grand Palais. The short film, directed by Bruno Aveillan, has a massive promotion with 800 screenings in the UK and global telecast.