Bulgari’s new star to promote its 18-carat gold Serpenti necklace

Bulgari is causing a stir with its new advertising campaign. To promote its 18-carat gold Serpenti Tubogas necklace, the brand has chosen a most unexpected protagonist: a dog. A bold and original approach that intrigues and seduces.

A Serpenti necklace that dares to think outside the box

Bulgari, a symbol of elegance and refinement, has always captured attention with timeless creations and avant-garde campaigns. This time, the Italian brand has chosen to associate its iconic Serpenti Tubogas necklace, synonymous with seduction, with a most surprising element: a dog. A far cry from the glamorous models usually chosen to embody luxury, this choice reflects a renewed vision of high jewelry.

Why use a dog to sell a gold necklace?

The use of a dog in this ad may seem unusual, but it’s part of an innovative marketing strategy. An animal embodies emotion, loyalty and a universal connection, qualities that resonate with a wide audience. By integrating a dog into a world of luxury, Bulgari humanizes the experience and offers a more accessible and engaging vision of its creations.

The contrast between the refinement of an 18-carat gold collar and the apparent simplicity of a dog creates a memorable effect. It’s no longer just about selling a piece of jewelry, but evoking a moment of complicity, a celebration of the unique bond between the object and its future owner.

The impact of such a campaign

Bulgari is not the first luxury house to use animals to attract attention, but this campaign marks a break with traditional codes. By putting a dog in the spotlight, the brand breaks away from the often stereotypical representations of women and men in luxury. It offers a different, more inclusive and, above all, emotional narrative.

The dog becomes a mirror for human emotions. In the campaign video, her captivating gaze, surrounded by long, silky hair, seems to carry a subtle message: this necklace is much more than an accessory, it’s an expression of timeless beauty and emotional connection.

A boldness that speaks to Paris

In a city like Paris, where dogs are often regarded as integral members of the family, this campaign could find a particular echo. By associating the animal with refinement, Bulgari seems to be playing on Parisian values of elegance and style, while celebrating love and complicity. Many Parisians might see the campaign as a nod to their own way of life, where animals are ubiquitous in cafés, parks and even luxury boutiques.

A well-thought-out marketing strategy

If the aim of an advertising campaign is to capture attention and leave a lasting impression, then Bulgari has succeeded. The association of the Serpenti collar, a symbol of sophistication, with a dog, overturns expectations while attracting new audiences. It allows the brand to renew its image and appeal to a younger clientele, keen for authenticity and emotion in advertising messages.