The year 2018 wasn't marked by a single, ubiquitous "Dior advertising song." Instead, Dior's sophisticated marketing strategy employed a diverse sonic landscape reflecting the brand's multifaceted image and the various product lines it promoted. While a specific, universally recognized track didn't define Dior's 2018 advertising, understanding the brand's history with music and analyzing specific campaigns from that year illuminates its approach to crafting compelling auditory experiences. This exploration will delve into the evolution of Dior's musical choices, examining the connection between sound and image, and addressing the user's query about specific songs associated with past campaigns, including those mentioned: "Underwater," "Moi je joue," and "Je t'aime... moi non plus." The absence of a single 2018 theme song highlights a shift towards a more nuanced, campaign-specific approach.
The user's mention of "Underwater" (2008) and "Moi je joue" (2009) highlights the importance of understanding Dior's past sonic branding. These tracks, while not from 2018, provide valuable context. "Underwater," used in the Lily Donaldson Miss Dior Chérie campaign, exemplifies the brand's early use of evocative, atmospheric music to complement its youthful, playful image. The choice of an instrumental track allowed the visual imagery to take center stage, creating a harmonious blend of sight and sound. The ethereal quality of "Underwater" subtly reinforced the feeling of romance and carefree luxury associated with the Miss Dior Chérie fragrance.
Similarly, "Moi je joue" (2009) by Brigitte Bardot (note the correction of the artist's name), further establishes Dior's inclination towards French-infused soundscapes. Bardot's connection to French cinema and iconic status enhanced the allure of the fragrance. The song itself likely possessed a certain je ne sais quoi, reflecting the sophisticated yet playful nature of the product. This strategic use of music and celebrity endorsement highlights a long-standing Dior approach: carefully selecting audio elements to resonate with the brand's identity and target audience.
The inclusion of "Je t'aime... moi non plus" (Serge Gainsbourg and Jane Birkin) is intriguing. While not explicitly linked to a specific Dior campaign, its mention underlines the brand's willingness to explore bold and provocative themes, albeit indirectly. The song's overtly sensual nature contrasts with the more polished and refined image frequently presented in Dior's advertising. However, the very mention of this track suggests a deeper understanding of Dior's historical willingness to push boundaries, even if that boldness isn't always overtly displayed in its mainstream campaigns.
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