Despite Johnny Depp’s legal troubles, Dior’s risky marketing decision to keep him as the face of the brand proved to be a winning strategy.

In the world of luxury fashion and beauty, a positive brand image is the most vital component to ensure success. Thus, companies often invest millions of dollars to ensure their marketing remains consistent and resonates with their target audiences. Dior on the other hand, had different plans when it chose to continue its relationship with brand ambassador Johnny Depp despite his legal troubles with ex-wife Amber Heard.

Johnny Depp | Photo by Andy Templeton, licensed under CC BY 2.0, via Wikimedia Commons
Yet, one cannot deny giving credit to one risky Dior ad featuring the actor, which demonstrates a genius marketing strategy even though it was left overshadowed by the infamous Heard-Depp trial.

Dior’s Bold and Risky Commercial Featuring Johnny Depp

Depp in Dior’s commercial for Sauvage | YouTube
Johnny Depp‘s defamation case against ex-wife Amber Heard was catastrophic for his career. While he lost several roles, deals, friends, fans, and more, the actor’s relationship with the French luxury fashion house, Dior, continued undisturbed. The face of the Dior Sauvage fragrance for years now, Depp’s association with the brand during his legal troubles has caused enough controversy.

Despite much criticism, backlash, and controversy over the years, Dior and Depp’s association has only bloomed. Back in 2023, the fashion house signed one of the biggest Men’s Fragrance deals with the Hollywood star, amounting to $20 million+ (via Variety).

While Dior did back away a bit in 2019 when one of its ads featuring the actor was accused of being culturally insensitive (via CBS), it continues to use a risky advert from 2017. In the advertisement, Depp can be seen strumming an electric guitar at first and then leaving in haste to a deserted location in a black 1970 Dodge Challenger.

[The ad] tells a story of freedom and emotion, a man and his instincts.

States the press release (via HuffPost), as Depp makes his way to the middle of nowhere and buries his jewelry. Featuring a huge bison, wolf, and eagle, the ad seems to be hinting that Depp is trying to recover his true self by eliminating the persona crafted by society. Apparently trying to showcase Depp’s more masculine and macho self, the ad could have seriously hampered the brand’s image in the light of his legal battle with Amber Heard. Yet, fans don’t really care.

Fans Still Admire Johnny Depp’s Risky Commercial for Dior

Johnny Depp [Credit: CBS News | YouTube]
Johnny Depp’s risky Dior commercial from years ago seems to promote a more macho and masculine image, which given his highly publicized and controversial legal battle with Amber Heard, could have seriously impeded the luxury fashion brand’s image. However, Dior’s continued support for Depp has instead borne good results for the brand.

Despite the controversy, Dior Sauvage remains one of the most sold fragrances across the world, and its sales only increased after the defamation suit (via L’Officiel Singapore). Furthermore, fans have continued to admire Depp in the above-mentioned commercial, stating the following in the comments:

I’m buying it. THANK YOU DIOR for standing up to justice, being cool and being real. FYI. You win. Just like Johnny. Well done! -@nataliepozzo3020

I love companys not only using actors for branding the products but also when they show loyalty to these actors when everybody let them fall! I’ll definately try Sauvage now! -@seeking9145

When I first saw this ad of Johnny i died. -@redroselace9545

DIOR you have my respect now. As a brand you have shown more than what we had never expected. I am going to buy products from you for sure. -@2k9bunty

Only Dior stayed for Depp. Everyone else left. Thanks Dior. -@LoisClouds

I love dior. Even more after knowing you chose to stay with Johnny Depp and believe in his character without having to know all of these dirty laundry. -@focusontheessentials

As fans continue to praise the brand for not leaving Depp, the actor too has been vocal about his gratitude towards the brand. Back in 2023, the Pirates of the Caribbean star got candid with the South China Morning Post and thanked Dior for sticking up with him every step of the way.