Tiffany Taps Aerosmith For Holiday Campaign

"Dream On" is one of Aerosmith's most iconic tracks. Now Tiffany is using a cut of the song for their new holiday campaign "Believe In Dreams." This ad is pretty smart - a mix of high and low end pieces. I don't remember ever seeing the Tiffany boxes with a bow other than white!

This ad was created by Laird + Partners. Apparently the New York City flagship store has (or will have) a holiday window with the same "down the rabbit hole" vignettes. I'll assume the ad agency had their hand in that too.

Oh and if the star looks familiar, that's because it is Zoë Kravitz - yes, her dad is Lenny!

Comments

[Him]

Ah, the realm of middlebrow. Difficult needle to thread. Bourdieu called it the melding of "immediate accessibility and the outward signs of cultural legitimacy." In this version, akin to "if you can sing it, you can dream it."

Aerosmith is certainly on the lower end of the tone pole. Interesting how this sort of grafting is more and more attractive when higher tone groups/products/icons seek to reach out, but not too much, too more vulgar (read: popular) groups via channels that were/are more accessible to them.

Read one way, it is almost offensive. But, read another, it is--as Allyson suggests--brilliant. And do note: this isn't anything like my riff on Kia and Crue. That was low/low tone, a version of you can listen to your 'stuff' while driving in ours.

[crued]

Stop hating on my Crue! >:( jk :)

[GNR]

Hawking diamonds ? I'll have to go back and watch Blood Diamond set to the tunes of Aerosmith :)

[Bkallday]

It's not different, puhlease. They need to go away just like the Crue did. Don't front.

[Metalboy!]

Thank you for posting this, Allyson!

I never thought I’d see the day when a tattoo would be featured in a Tiffany commercial let alone with Aerosmith ...

But the main reason we’re seeing this is simple ... Iconic Brand = Iconic Song, meaning, of course, only an iconic brand is worthy of one of the most iconic Rock songs.

But it also comes down to the campaign. I’d be willing to bet the ad campaign “Believe In Dreams” came first and as they were storyboarding this particular spot, the idea to use this particular song came along. And what could be a more iconic song about dreams than this one.

It’s also a clever use of the song from a demographic standpoint as it’s appeal casts the widest of possible nets from Baby Boomers to Millenials to even the Teen Gamers, who ALL view this song as undiputedly iconic.magnum opus.

The use of “Dream On” as the soundtrack for this epic spot is an iconic one and that “iconicity” has a halo effect on the product. It screams, “Hey, see how iconic and Rock & Roll we are?

In the end, its a tantalizing combination with a beautiful edgy (Oh, my God, Gladys, did you see a that tattoo?) surreal spot .

I just wish the spot was longer!

[Jack T Rippersnow]

⛄️

[Bkallday]

Oh yeah, I'm sure everyone was wondering who the girl was. Lol