Dior Homme, The Parfum: Robert Pattinson in thirty seconds

Thirty seconds. That is all Dior gives this one, and it is enough. Robert Pattinson, a woman, a room the colour of late-afternoon whisky, and a line from Leonard Cohen’s “I’m Your Man” doing the job a voice-over usually does badly.

The film is a cut-down of the I’m Your Man campaign Jonathan Alric directed for the reworked Dior Homme Parfum — Francis Kurkdjian’s take on the house’s iris signature, softer and darker at once. The long version roams from Manhattan streets to Rockaway Beach. The short one stays indoors and keeps only the heat. Dior put it out on 17 July 2026, and it has since passed seventeen million views.

Perfume is the hardest product to film: nothing to show, nothing to demonstrate. The answer here is the old one done well — a face, a mood, a song everyone half-knows — and the discipline to stop before it explains itself. The brief said “strength and tenderness”. The edit shows both and names neither.