Johnny Depp is back in the limelight, starring in a new Dior Sauvage commercial that marks his first major endorsement since his high-profile trial against ex-wife Amber Heard. The actor has reportedly signed a groundbreaking $20 million-plus contract with Dior, making it the largest men’s fragrance deal in history. What does this mean for Depp’s career and the world of celebrity endorsements?
By Aubree Ross
The Return of the Star
Johnny Depp, at 60, has returned as the face of Dior’s Sauvage fragrance. The commercial, released on September 9, 2023, is Depp’s first time promoting the fragrance since his defamation trial against Amber Heard in 2022. In the ad, Depp recites poetic lines while donning an all-black ensemble, capturing the essence of the fragrance.
The Historic Deal
Depp’s contract with Dior is said to be “upwards of $20 million,” marking it as the largest men’s fragrance deal ever. This three-year deal overshadows previous celebrity fragrance contracts, including Robert Pattinson’s deal with Dior Homme and Brad Pitt’s $7 million contract with Chanel No. 5.
The Trial’s Aftermath
The defamation trial against Amber Heard had a seven-person jury, consisting of five men and two women. They found both Depp and Heard liable for defamation but sided mostly with Depp. He was awarded $10.35 million in damages, while Heard received $2 million. Despite the legal entanglements, Dior chose to continue their partnership with Depp, even noting a rise in Sauvage sales in 2022 amid the trial.
Public and Industry Reaction
The commercial has been met with mixed reactions. While Dior celebrated Depp’s return with Instagram posts praising his “bold and powerful” essence, others question the ethics of endorsing a celebrity entangled in legal and personal controversies. However, Depp’s return seems to signify a shift in how brands approach celebrity endorsements, especially when high stakes are involved.
Johnny Depp’s return to the Dior Sauvage campaign is more than just a commercial; it’s a statement on the resilience of his career and a testament to the evolving landscape of celebrity endorsements. With a historic $20 million deal, Depp and Dior are setting new precedents, leaving us to ponder what this means for the future of branding and celebrity culture.