By SARAH RAMIREZ
Swiss jeweler Piaget is appealing to luxury consumers from China with an elegant, action-packed film starring one of the country’s most famous actors.
In a bid for broader appeal, the new campaign for Piaget’s Altiplano timepiece collection is a dialogue-free narrative starring actor Hu Ge. The Chinese market is becoming of increasing importance to luxury brands, particularly to Swiss jewelers and watchmakers.
“The spot certainly does the job of checking all the needed boxes for communicating a heritage luxury brand — refined taste and intelligence, a global lifestyle setting and sophisticated sensuality — but goes a bit further with the casting of Chinese actor Hu Ge as the central figure,” said Daymon Bruck, CCO and partner at The O Group, Seattle. “It’s a bit of a risk if this campaign was not intended for the Asian market exclusively, but it pays off in helping to shift Piaget’s appeal towards a younger international audience everywhere.”
Mr. Bruck is not affiliated with Piaget, but agreed to comment as an industry expert. Piagetwas reached for comment.
With an engaging storyline, upbeat soundtrack and waterfront setting, the new Piaget film is already appealing to wide audiences, even without considering Mr. Ge’s starring role.
Mr. Ge is one of China’s most popular actors and has also appeared in campaigns for Emporio Armani and Chanel.
The campaign film begins with two different threads. In the first, Mr. Gee is walking down a dock while wearing a tailored beige suit, and in the second, he is practicing chess while wearing a relaxed blue button-down shirt.
Mr. Ge drives a small speedboat out to a yacht, where he meets another man. As his rival sets up some drinks and a chessboard, Mr. Gee flashes back to his earlier preparation.
Back aboard the yacht, Mr. Ge wins the chess game and the men celebrate with a toast. He departs back home on his speedboat, and later greets guests at the dock during dusk.