‘Cruella’ Gets All Glamorous With Louis Vuitton, De Beers, MAC And More Brands – Deadline
When it came to assembling brand sponsors for Disney’s Cruella, it was not about the dogs in the 101 Dalmatians spinoff live-action, or the posh Panther De Ville car she drove in the Glenn Close films of the 1990s, rather the sparkle of the characters Emma Stone and Emma Thompson.
While recent branding campaigns for season 2 of Disney + The Mandalorian and the hybrid theatrical release of Raya and the last dragon aimed mainly at individuals, Cruella leans towards a female audience who want to get out of the house for a breathtaking night on the town after more than a year of lockdown. In addition, the Cruella The Promotional Partners campaign is arguably Disney’s chicest line of advertisers in recent years with high-end luxury names including Louis Vuitton, De Beers jewelry, Tom Davies eyewear and more.
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All this synchronizes with the sensitivity of the photo: Cruella is the original tale of 101 Dalmatians villainous, Cruella de Vil. The film follows a young grifter named Estella (Stone) who is determined to make her mark in the London punk fashion world of the 1970s. Her flair for fashion attracts the attention of Baroness von Hellman (Thompson). However, their relationship sets off a course of events and revelations that will cause Estella to embrace her wicked side and become boisterous, fashionable, and revenge Cruella.
Cruella previewed last night before Memorial Day weekend, earning $ 1.4M. By low-end estimates, the photo brings in $ 17 million in theaters, with a potential of $ 20 million over four days. The film is available to Disney + subscribers for the additional price of $ 29.99, a decision made by the studio given that most of the global exhibition infrastructure has not yet fully returned.
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Interestingly, despite the fashion angle of the photo, there were no clothing labels as promotional partners or possessing product placement. This is so that the production’s costume department, led by designer Jenny Beaven, has the freedom to create a unique 1970s sensibility, showcased by Cruella’s palette of black, white and red, without limits. fashion brands. Cruella’s closet, which included 47 looks for Stone, features small jackets and trendy accessories from the era.
The unique fashion piece that Stone wears in the film is a Louis Vuitton Capucines bag.
“It adds a touch of class to this woman she maybe didn’t have before,” Stone explains in content LV created for the film (below). They were a great couple considering the actress is the Louis Vuitton ambassador, in fact, they were the photo’s first global sponsor. The Oscar-winning actress wore a black LV suit at the film’s Los Angeles premiere, and she’s also known to adore the Egyptian pear-jasmine infused scent from designer Beating Heart. Stone expressed in Vogue how she uses scent to enter character.
Also building on the film’s couture tone, Disney teamed up with Singer, who created a co-branded TV commercial featuring a sewing machine used in the film directed by Craig Gillespie. Singer’s marketing portion included retail activations and a weekly raffle for a 6800C Heavy Duty machine. Need some material to get into this sewing machine to be able to look like Cruella? Well, head over to Joann Fabrics, who sells a number of licensed prints of the film.
This is De Beers’ first time partnering with a Disney film, and the jeweler has provided a number of items for the production, especially worn by Baroness Von Hellman. These pieces include the five-line necklace and three-line earrings in white gold from the Arpeggia collection, inspired by Beethoven Moonlight Sonata. The collection features round brilliant-cut diamonds on cascading lines, like musical notes. There is also the Diamond Legends by De Beers Cupid necklace, which consists of two symmetrical lines of princess-cut diamonds that make up the piece, highlighted by a row of marquise-shaped stones. The De Beers part of the campaign includes a personalized spot for US and UK markets and social media.
When it came to a glasses partner for Cruella, Disney chose Tom Davies.
“The film is set in the 1970s and a lot of people wore glasses back then,” says Lylle Breier, the studio’s senior vice president of global marketing partnerships and promotions, “Tom Davies is a brilliant British designer who has brought the perfect cool haute couture vibe. ”
Davies handcrafted the custom frames based on the actresses’ physical characteristics, creating a total of 120 glasses as Estella transforms into Cruella. Davies took inspiration from the script, along with 1970s photos he found of shoppers in the Liberty department store, to create retro cat specs and Von Hellman’s epic sunglasses. As Thompson’s character becomes more nervous throughout the film, his glasses become more erratic. The Tom Davies Cruella The campaign expanded to the United States, Canada and the United Kingdom with a personalized spot, social reach and a design contest and influencer program.
Cosmetics advertisers included MAC, which Disney worked with for Maleficent and Aladdin, as well as Sally Hansen nail polish. MAC products were used during production with the cosmetics team visiting makeup artist Nadia Stacey before creating their line. In total, MAC has captured over 30 looks for Stone, including punk rock reds and metallic tones. the Cruella The collection is available in North America and 80 countries with a retail store for the film, paid and owned social media, and a custom spot. Mac Cruella the line includes a matte lipstick (Sweet-N-Vicious light pink and De Vil in the Details bright red colors); Glamarchy blood red liquid lipstick; De-Vinyl black eyeliner and Cruella to Be Kind eyeshadow in colors including De Villionaire silver frost; Crue Love Bright Blue-Red Frost and Black Sinister Shimmer with Gold Glitter Frost.
Sally Hansen was a new partner for Disney and touted a collection of 13 Gel Shade with nail colors such as Get Mod, Red Eye, The DeVil Is In The Details, Onyx-pected, Iconic Darling !, TuTu The Ballet, Greyfitti, Luck & Glory, Fame & Fortune, Pretty In Punk, Tipsy Gypsy, No To Conformity and Tidal Wave. The campaign includes in-store displays at Rite-Aid, Target, CVS, Walmart and Meijer.
oVertone has deployed four remote color conditioner kits. There is the Black, White & Wicked kit which gives you the iconic black and blonde tone of Cruella. A Rebel Red kit for a deep crimson red, Estella look. The Breaking News Brown Kit which is a classic cool-toned brown, by Kirby Howell-Baptiste’s extraordinary photojournalist, Anita Darling. And the Post Platinum, made up of an icy blonde shade, as worn by CruellaThe hottest troublemaker, Artie played by John McCrea.
But if you want to get pumped, you’ll need a mirror to see what you look like. This is where Kohler came in and, no, they didn’t provide faucets and sink handles for Cruellaproduction design. It was really about the black makeup mirror that we see in the movie. Kohler’s campaign, which consists of a personalized spot, will run in the United States and China.
Disney has partnered with an on-demand fitness platform obeyed for Raya and the last dragon, and they work together again. obeyed offers two-themed courses with music from the Cruella soundtrack. These courses will be offered during the 4 day holiday weekend. The push includes a co-branded spot, digital, social and email blasts. Look for instructor Peter Tucci who will wear a Cruella outfit, including a wig, as he leads a sculpted cardio dance session. For the daring, there is a class with 101 burpees.
“The world is opening up and people have more hope, and Cruella is the perfect film for that, ”says Breier of curatorial Cruellabrand partners, “People want to dress up and make this movie a big event. Whether they go to the movies or watch it on Disney +, they want to do it in style and make it special. “