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Monday, Aug 9, 2010
by PopMatters Staff
by Sasha Watson
Slate (5 August 2010)

“How would all you film fanatics like to see this movie? Creating his typically unsettling atmosphere, David Lynch directs the beautiful Marion Cotillard in a romantic thriller set in old Shanghai. Or how about: In his last turn behind the camera, Dennis Hopper directs Gwyneth Paltrow in an Antonioni-inspired dash through Rome. Or maybe you’d like a reprise of the Jean-Pierre Jeunet/Audrey Tautou collaboration you loved so much in Amélie and A Very Long Engagement, this time with a Brief Encounter-style love story to keep you on the edge of your seat.


If any of those taglines are to your taste, you’re in luck, because they’ve already been made. But here’s the catch: Instead of cinema-release feature-length films, they’re between three and 20 minutes long, and they’re all promotional pieces for high-end fashion houses. In other words, they are commercials, or at least some new brand of commercial that’s becoming increasingly popular. Lynch’s Lady Blue Shanghai is the third in a series promoting the patent leather Lady Dior bag; the first, The Lady Noire Affair, was directed by Olivier Dahan of La Vie en Rose fame, the second, Lady Rouge, by Swedish music video director Jonas Akerlund, and all three star Cotillard as Lady Dior. Hopper’s Roman romp is called Pashmy Dream, and it has Tod’s Pashmy bag at its center, while the Jeunet/Tautou story is for Chanel No. 5.”


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