Chopard has lighted up the advertising scene of Dubai, with its latest product launch campaign starring Julia Roberts and the most beautiful smile in the history of contemporary cinema. The leading luxury retailer, Ahmed Seddiqi & Sons continues to hit UAE billboards after its latest campaign for the special Happy Sport Collection. This time, the advertising revolves around a unique Chopard timepiece for women by the Swiss founder, Caroline Scheufele. Because Chopard is caught up in an endless love story with the world of film-making, the brand called upon the eyes of one of cinema’s most gifted contemporary directors, Xavier Dolan, to bring to life a short movie in the form of a campaign, that is a true manifesto for the watch model “Joie de Vivre”. The name of the film is “Happy Diamonds” and it features Julia Roberts while she is wearing the latest watch which has loose, or dancing small diamonds under the glass surface which is why the motto of the campaign is “Diamonds are happier when they are Free”. In the eyes of the advertisers and brand, Julia Roberts is the triumphant embodiment of dancing diamonds as she is a free spirit. Xavier executed the campaign through the prism of his entrancing vision. He successfully portrayed the strength of our emotions by choosing the soundtrack and storyboard wisely. His encounter with Julia Roberts is nothing but exceptional. In the film, Julia was filmed dancing and showing a lot of positive energy and smiles while wearing the astonishing Chopard watch Joie De Vivre. The outdoor ad emerged in the last week of April, appearing on digital screens and Uni-Poles across Al Safa Street in City Walk, Dubai.
