Last Updated on 05/13/2023 by てんしょく飯
Almost a year after winning a defamation case against his ex-wife Amber Heard.
Dior continues to use Johnny Depp as a billboard for its men’s fragrance Sauvage.
Johnny Depp’s return to the fashion world has been boosted by the signing of a new $20 million, three-year contract with Dior, which continued to use Depp on its Sauvage men’s fragrance billboard while he was under suspicion of domestic violence.
This is the highest ever advertising contract for a men’s fragrance. And it’s not just about the money: in 2012, Dior signed a $12 million deal with Robert Pattinson, the 26-year-old hotshot actor who charmed young women around the world with his Twilight series. Meanwhile, Depp will celebrate his 60th birthday next month. Male celebrities who have served as image persons for the fragrance include Chris Pine, Jude Law, Ryan Reynolds, Colin Farrell and Brad Pitt, but none are in their 60s. Although Pitt is now 59, he was in his 40s when he appeared in a Chanel perfume advertisement in 2012.
But Depp has a solid track record. That is why Dior thought it was worth all this.
Even before the trial began last year, there was a growing movement among Depp supporters to buy Sauvage in support of Dior, to the point where some shops were running out of stock. Particularly before Christmas, posts appeared on social media of men buying several bottles of the perfume as gifts for family and friends. There were also a number of thank-you’s to Dior for not abandoning Depp and compliments on the product itself, such as “Thank you, Dior” and “Sauvage is the best fragrance ever.” Although specific figures are not available, it has been reported that sales of Sauvage have increased considerably during this period.
Last summer, shortly after Depp successfully won his case and was cleared of all charges, Dior promptly renewed its contract with him. The amount was said to be in the “seven-figure range” – although the seven figures range from $1 million to $9 million, probably around the $2 million to $4 million per year that is said to be the going rate for fragrance advertising contracts for male celebrities.
While others were still hesitant after winning the case, Dior immediately reached out to Depp again, and Sauvage continued to sell, gaining further love from Depp supporters. As a result, Sauvage became Dior’s top-selling fragrance in 2022. In his financial report in January this year, LVMH CEO Bernard Arnault said, “Thanks to Johnny Depp’s image, Sauvage has achieved great things” and “You’ve all seen that ad. That was very effective”.
It is not surprising that they offered Depp an even higher amount. Even for Depp, this must be very gratifying. His career is on a positive note, with his film ‘Jeanne du Barry’ to be screened at the Cannes Film Festival starting next week and ‘Modi’, his first film as a director in 25 years, to start shooting this summer. However, major Hollywood studios still remain on two feet. In such a situation, this may give the studios a chance to think that it is time for them to get on with it. Hollywood is a business. If they can show an example of how they made a lot of money by using Depp, there is no reason why they shouldn’t.
Hurd insulted Depp when he got an offer from Dior.
Furthermore, it would be amusing for Depp to see this as a bit of retribution against Heard.
Dior first used Depp in 2015, and when Depp told him that such an offer had been made, Heard was taken aback and said, “Why would they want to use you? Dior is a classy and sophisticated brand. You’re tacky. Normally, one would be proud and happy to share such an offer with the man one loves. But Heard insulted him in person, and in the presence of Depp’s sister, Christi Dembrowski.
Dembrowski, who testified about this at the trial, also said that Heard frequently called Depp ‘fat man’ and ‘old man’. Depp also testified that Heard told him, “You’re going to be a fat old man and die alone”. But now that fat man, whom Heard made fun of, is much older, he has received a record-breaking offer from a prestigious brand that is everyone’s favourite.
Blacklisted from Hollywood and living in Spain, Heard must be frustrated that the man she once treated so conveniently is being pampered again. Her frustration will only continue to grow. Depp’s full-fledged return is just around the corner. Just one more push. Depp’s supporters will continue to visit the department stores to buy more Sauvage so that that day will come as soon as possible.
コメント