Robert Pattinson was announced on Wednesday, June 12 as the new face of Dior Homme in a campaign that promises to be too sexy for… well, just about everywhere. The campaign will be limited to Europe (but not the U.K.) and Asia (but not China or Japan). And as for Canada? Definitely not. Though I think Team Edward devotees can find a way around it (hint: the internet).
It’s just the latest development in an endorsement deal that has already been strangely convoluted. E! first whispered in October that Pattinson had signed a three-year deal to be the face of Dior Homme, a contract worth a mighty $12 million. At the time, Dior Homme told the Hollywood Reporter there was no deal to announce.
The rumour gained traction in March when The Sun of London reported Pattinson had shot an ad for the fragrance that a Dior source said “is pushing the boundaries of what you can get away with in advertising.” That would include a partially clothed Pattinson in a love scene with a model, and also with another model, and, just for variety, another model. The Cut theorizes this might be why the ad is airing in such specific markets—because Canada is not about to have our Big Bang Theory reruns interrupted by fourgies.
I could see that as a strategy. If Pattinson is going to be fronting this fragrance for the next three years, it’s savvy to kickstart it with a controversial campaign that will get people talking in ways we haven’t seen since Marky Mark went topless with Kate Moss. No matter what it’s win-win. Dior Homme is getting some sexy press and Pattinson is making everyone forget those rumours that he smells terrible.
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