Luxury brand Dior may be sticking by Johnny Depp after he lost his ‘wife beater’ libel trial because there ‘wasn’t time to turn around a replacement ad campaign’ in time for Christmas, an expert has claimed.
The American actor, 57, continues to be the face of the Sauvage scent, with adverts continuing to appear in newspapers, and a TV advert even airing during this year’s Bake Off final on Channel 4.
The luxury brand appears to have stuck by Depp, despite a judge branding him ‘a monster’ who had battered his now ex-wife Amber Heard 12 times during their marriage.
Popular culture and brand commentator Nick Ede told FEMAIL the decision to stand by the actor could be down to timing, revealing: ‘Ad agencies who buy media space for Christmas period know this is a premium time to shift sales of their brands. They will have many months in advance secured lucrative slots.
‘There is no way that someone like Dior, who make huge investment, could have turned a new advert around in time for the slots they have bought.’
MailOnline has contacted Dior for comment.
Luxury brand Dior may be sticking by Johnny Depp after he lost his ‘wife beater’ libel trial because there ‘wasn’t time to turn around a replacement ad campaign’ in time for Christmas, an expert told FEMAIL
Depp has been the face of the Sauvage aftershave since 2015, and was rumoured to have been paid between £2.25million and £3.75million for the advert
Nick continued: ‘So, they would have had to think about where they place their adverts and what assets they have and, as Dior Sauvage is their biggest seller, they wouldn’t want to replace the adverts with something else.’
Last month, a spokesperson for the Advertising Standards Authority told the Guardian it received 11 complaints after Bake Off viewers felt Depp ‘shouldn’t be in the ad due to details concerning his recent court case’ after it aired.
But Nick suggested the number was surprisingly low, given Depp’s recent court case, explaining: ‘It’s crazy to think that an advert starring an alleged wife beater can get less than 100 ofcom complaints whereas a drag dance on a prime time dance show like Strictly gets double.
‘But it shows instantly how audiences react to such things and, as we know, the Johnny Depp case was not cut and dry and so many of his fans will stand by him.’
Many social media users questioned the decision of the luxury brand to continue using Johnny Depp for their adverts
The expert suggested that the actor might not work with the luxury brand on their future adverts, adding: ‘I suspect behind the scenes Dior will be looking at their 2021 campaigns and how they are to position themselves and what talent they will be using in the future.’
Sauvage in French has a variety of meanings, including wild, unspoiled and savage. The fragrance is not new and has been produced by Dior since the mid-1960s.
Depp has been the face of the Sauvage aftershave since 2015, and was rumoured to have been paid between £2.25million and £3.75million for the advert.
The actor, pictured at court this year, has been ordered to pay The Sun an initial amount of £630,000 in legal fees, but called the judgment ‘perverse’ and ‘bewildering’ as he vowed the appeal the ruling
Following the verdict, the Hollywood star was asked to step down from his role as Gellart Grindewald in JK Rowling‘s blockbuster Fantastic Beasts series.
Beauty website Cosmetify previously claimed internet searches for the cologne have increased by 23 per cent
Fans of the actor flocked to buy his Dior fragrance after he lost his ‘wife beater’ libel trial against The Sun newspaper with many showing their loyalty to the actor by snapping up the perfume.
Beauty website Cosmetify claims internet searches for the cologne have increased by 23 per cent.
It’s also the bestselling male scent at The Fragrance Shop and is in the bestsellers list at The Perfume Shop, reports the publication.
But others have been highly critical of the choice, with many perfume-lovers taking to Twitter to question the decision from Dior to stand by the actor.
One commented: ‘Just seen Johnny Depp on the Dior advert. How can this be a good thing for their brand?
‘How can they stick by him after that ruling and all of that evidence? Baffling.’
Another added: ‘Dior should be ashamed for still keeping this advert for proven wife beater pathetic little Johnny Depp.’