I know, I seriously cannot recall a perfume ad that wasn't a celebrity brand (and usually not even then) where the model didn't look either angry or miserable.
Copy and pasted from another comment I made today:
Let's say you're going through Sephora or something, looking for a fragrance. You're not necessarily picking up J'adore because Charlize is the spokeswoman, but because you recall the perfume and the brand more than the others because you remember the commercials. Because the brand's fronted by a celeb you remember (maybe like), the you remember the name of the perfume and maybe it has more meaning to you than something else.
Also, you have to remember that celebs themselves are a brand and their personalities are part of that brand. That's one reason they front things like perfumes - everything we know about them comes part and parcel with what they're selling. You see J'adore and you know Charlize fronts the brand. You recall that she's pretty effortlessly cool and sexy and that's the image she projects. So you associate the perfume that she fronts with effortless cool and sexiness.
You're not buying it JUST because the celeb fronts it but also because of other factors surrounding the celeb.
kristen is pretty so i understand that people think that taking pictures of her is a good idea but she just never does anything. she always looks bored and blank so it is weird. give the job to someone who would actually try.
To be fair, if they had a specific idea of the kind of image they wanted, i.e. non-smiling, edgy, 'high fashion' look and pose, I don't know how anyone else could save it. Obviously the director was not looking for a bubbly or expressive photoshoot and is into airbrushing. They could have gone so many other directions with the concept but they chose this.
Let's say you're going through Sephora or something, looking for a fragrance. You're not necessarily picking up J'adore because Charlize is the spokeswoman, but because you recall the perfume and the brand more than the others because you remember the commercials. Because the brand's fronted by a celeb you remember (maybe like), the you remember the name of the perfume and maybe it has more meaning to you than something else.
Also, you have to remember that celebs themselves are a brand and their personalities are part of that brand. That's one reason they front things like perfumes - everything we know about them comes part and parcel with what they're selling. You see J'adore and you know Charlize fronts the brand. You recall that she's pretty effortlessly cool and sexy and that's the image she projects. So you associate the perfume that she fronts with effortless cool and sexiness.
You're not buying it JUST because the celeb fronts it but also because of other factors surrounding the celeb.
Such as