Guy Ritchie's new perfume ad -- does it stink?

Guy Ritchie helped launch the whole famous-directors-do-big-budget-advertising trend with his awesome 2001 BMW short The Hire (in which Clive Owen took Ritchie’s ex-wife, Madonna, for a bouncy high-speed ride in an BMW M5). Now that Ritchie has some down time between Sherlock Holmes films, he’s returned to the genre, hawking high-end aftershave with a five-minute movie for Dior Homme.

This new short stars Jude Law engaged in what appears to be some sort of kinky role-playing sex game with a girlfriend (Slovak model Michaela Kocianova). “You know who I am,” Law growls into an antique phone as Kocianova helps him slip into his trousers and shoes (Dior formal wear, natch). “I know who you are. You know where I’ve been. I know where you’ve been….” The dialogue doesn’t get much more scintillating than that — and it’s never quite clear who Law is talking to — and then Law jumps into a vintage roadster and speeds off to the Eifel Tower. Watch it below:

I dunno, Popwatchers. I’m a huge Guy Ritchie fan. I even liked Revolver. But I’m scratching my head over this one. One theory: This is Guy Ritchie doing a parody of Guy Ritchie doing a perfume commercial. Another: He needed the money. But, more importantly, what do you guys think?

Comments (14 total) Add your comment
  • china

    I think it’s gorgeous and sexy hot.

  • Adam

    Kind of odd. What I did like, though, was the use of Muse’s Exogenesis Symphony.

  • Jim

    Dullsville… Jude Law looks good but that other vacant looking thing needs a cookie and a personality.

    • Cate

      Yes, she was dull, wasn’t she?

    • rebecca

      i think she needs more than a cookie. She needs like a 13 course meal and some make up remover!

  • rebecca

    Strange video, but I think it was filmed beautifully, especially at the end with the wind moving Law’s tie and hair. I also really liked the music at the end. Not really a Jude Law fan though, I liked him as John Watson, but I haven’t liked him in any other movie I have seen him in.

  • Amy

    Ben, think you hit it spot on. Ritchie needed the work. Casting on the girl was not good. Pity because Ritchie is a great director.

  • Cate

    It lacked pacing and chemistry and a good edit. Jude Law is a poor man’s Clive Owen.

    • Melody

      LOl Cate, that’s so funny and I’d say, true. Clive Owen is definitely of a different caliber than Jude.

    • china

      Clive Owen is about as interesting as watching paint dry. The sound of his voice makes me want to zzzzzzzz and he reminds me of a horse. Jude Law is hawt as hell.

  • erica

    Love It. Jude Law is sexy !

  • Jules

    Nowhere near as good as the just released Scorsese ad for Blue de Chanel. Richie’s not very good at glamour or soft details so why make a commercial in that style?

  • Nique

    So I’ll comment on the content of the ad for a change:) Ads, and particularly perfume ads, are all about suggestion, and the emotion or thoughts they want you to associate with the scent. And usually sex is the thing. I think the dressing girl isn’t actually real, she’s what he’s anticipating.

  • rimediogengivite

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