Tuesday, August 2, 2016

Crazy About Tiffany's

Celebrities, authors, philanthropists and other wealthy people gush over the luxury brand in this well-shot, slick, and extremely tasteful, feature-length advertisement. Examining the history of the iconic store and high-end jeweler, from the origin of the robin's egg blue color used exclusively in its packaging, the world's first catalog The Blue Book, the design and creation of expensive jewelry, and clips from the film "Breakfast At Tiffany's", Crazy About Tiffany's looks very expensive, and the music licensing must've cost a fortune (or at least a few comped blue bags of trinkets).

At the 32-minute mark, there's the first mention of non-wealth, as if there is somehow a world beyond the glittering precious metals sold in the store. Don't worry, it's very brief.

Suddenly, everyone onscreen is somehow surprised to discover the Holly Golightly character in Truman Copote's story is a prostitute. Meanwhile, young girls are indoctrinated into the Tiffany cult. A diamond mine is briefly shown from a distance. No actual mine workers were shown because they probably don't really exist.

At 48 minutes, during a clip of the romantic comedy Sweet Home Alabama, amidst swelling saccharine strings, Patrick Dempsey proposes to Reese Witherspoon in an after-hours Tiffany's as less-than-excited, probably-not-actual employees stand around to wait on them hand-and-foot. I suddenly felt quite queasy.

At 50 minutes, weak criticism is introduced that suggests the brand could be considered passe amongst millennials who feel the store might be stuffy and old-fashioned, but it's quickly pushed aside for more self-promotion.

A beautifully shot, awful, congratulatory corporate cheerleading film with deliriously squealing celebrity shills, Crazy About Tiffany's is just as polished as its overpriced baubles, but that doesn't mean you should buy into it.

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