Product placement in movies is a more popular mean of advertising, but the stiff or abrupt way is easy to be criticized. It is true that jewelry has the power of freezing an era and improves a movie magically, but the jewelry must fit the movie well. As for the film Anna Karenina in 2012, product placement caused dissatisfaction of fans and audience. The jewelry Anna was wearing was supported by Chanel Joaillerie Collection, but it’s obvious that the jewelry isn’t suitable for the social background of the film. On the contrary, Tifffany &Co and the film The Great Gatsby which was released in 2013 is a successful cooperation. Tiffany jewelry based on the film background brings audience back to the “Jazz Age”.
The Great Gatsby adapted from F. Scott Fitzgerald’s novel of the same name in 1925. It told a story happened in New York, America in the 1920s. High jewelry people wore was used to show one’s status and wealth in that Golden city, and with the help of Tiffany high jewelry, the film was faithful historical depictions. The reasons for cooperating with Tiffany&Co include two pieces. One is that F. Scott Fitzgerald was a loyal client of Tiffany. The other is that the first design director Louis Comfort Tiffany enjoyed the wealthy community in Long Island. Tiffany&Co collects many pieces of amazing jewelry from the 1920s.
Baz Luhrmann, who was nominated for the best director Oscar, cooperated with Catherine Martin (a fashion designer) and Tiffany&Co to finish the film. The film told a Golden age when the rich men were addicted to luxury life and brilliant high jewelry. There is no doubt that Tiffany’s Antique Collection is the source of inspiration for fashion ans style in the film.
In an opening scene, Gatsby’s Daisy ring and Daisy’s Engagement ring made their appearance first. Through their accessories, audience know something about the affection between Gatsby and Daisy. That’s not enough, but Tiffany jewelry for Gatsby and daisy run through the entire film. Gatsby’s Ziegfeld Daisy Cuff links, Daisy’s Savoy Headpiece, Ziegfeld collection and Legacy earrings came from Tiffany&Co., and these jewelry pieces foil perfectly Daisy’s attractive charm. In addition to high jewelry collection, the fine porcelain, the silver-made table wares and other decorations displayed in Jay Gatsby’s home were designed by Tiffany&Co..
The film The Great Gatsby makes Tiffany win the higher reputation and attention all over the world, and the film is spoken highly in the Globe. The cooperation between the film and Tiffany is a win-win choice.