Archetypes: Why the J’adore Dior Ad with Rihanna Doesn’t Click

Rihanna has replaced Charlize Theron as the face of the #JadoreDior fragrance, a role Theron held for 20 years. The film ad featuring Rihanna was launched on September 1st. While both Rihanna and J’adore Dior are exceptional on their own, their combination in this ad, without proper alignment, has led to mixed responses.

Let’s explore why the ad feels like a mismatch.

Archetypal Essence

• Charlize Theron (The Lover): Charlize Theron naturally embodies the Lover archetype, which was perfectly reflected in her previous J’adore ads. Her portrayal aligned with the fragrance's romantic, elegant, and timeless image, resonating deeply with the ad’s theme of sensuality.

• Rihanna (Rebel/Ruler): While Rihanna does have elements of the Lover archetype, her primary identity is as a Rebel, known for her bold and unconventional approach. More recently, she has also embraced the Ruler archetype, demonstrating her success as a businesswoman.

Simply replacing the face of the fragrance without aligning the ad itself with the new personality creates a mismatch. This shift makes it challenging for audiences to connect with the same romantic allure that defined the previous J’adore campaigns.

Song Choice

The song choice for the ad, “Love on the Brain,” contrasts sharply with the intended message of the campaign. The song’s theme, which revolves around needing someone’s love, conflicts with Rihanna’s portrayal as a goddess (she doesn’t need anyone, she is a goddess). This misalignment is especially evident with the ad’s closing motto, “Your dreams... Make them real,” which emphasizes empowerment and self-realization.

A song like “Diamonds” would better align with this theme, as it reflects strength and self-worth, complementing Rihanna’s Rebel and Ruler archetypes.

Personality Impact

Models are typically chosen for ads to adapt to various roles and convey different themes without their personal identity overshadowing the concept. They often embody the brand’s vision without imposing their own strong persona.

In contrast, celebrities like Rihanna bring their established identity to a campaign, which can create a disconnect if it doesn’t align with the brand’s core message.

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The strong contrast between Rihanna’s powerful persona and the classic romantic allure of the J’adore ad results in mixed reactions. A campaign that explores Rihanna’s core archetypes and repositions the fragrance to align with her Rebel and Ruler identities would likely achieve a more effective alignment.

*Read more on archetypes in Carl Yung’s works. It’s a powerful concept for marketing specialists to create impactful and emotionally resonant marketing campaigns.