Evidence suggests defiant Johnny Depp fans have been buying Dior’s Sauvage fragrance in support of the actor, who continues to be the face of the cologne despite a high court judge finding that he violently abused his ex-wife during their relationship.
Depp has been the face of the aftershave since it launched in 2015 with an advertising campaign that was criticized for its racist portrayal of Native Americans. But many were surprised to see an advert for the fragrance, featuring Depp playing a guitar, being shown on TV during The Great British Bake Off this week.
“We have received a total of 11 complaints about this ad,” a spokesperson for the Advertising Standards Authority said, “with the complainants believing that Johnny Depp shouldn’t be in the ad due to details concerning his recent court case.”
Depp was rumored to have been paid between $3m and $5m for the Sauvage advert.
Since the advert was broadcast, fans of Depp, using the hashtag #Justiceforjohnnydepp, have been posting messages of support on social media for the actor and Dior’s continued association with him. “Johnny Depp is still the face of Sauvage, because Dior aren’t idiots,” said one post. “Shout out to Dior for practically being the one sponsor left for Johnny Depp that hasn’t turned their back on him,” said another. “He’s still the face of their cologne Sauvage, definitely gonna get me a bottle to show my support.”
Asked if there was a chance Dior could use Depp again, Lauren Sherman, the chief correspondent for the Business of Fashion, said: “In the past, pre-social media, I would have bet on it. Now there is more to lose. It’s possible, but it’s riskier.”
Despite the shadow of “cancel culture”, Sherman said she thought Dior was taking the position of “all publicity is good publicity”.
“Most businesses like that take a long view, which is that growing awareness is good overall,” she said. “People will forget about the Depp association with time, but they may not forget the Sauvage name so easily.”
Dior has yet to comment, but ads continue to grace the airwaves. So I think we have our answer.
I, personally, am here to tell you that an overwhelming number of people have posted about their Sauvage purchases. Others have tried to purchase the brand, but have found it to be sold out. I think it’s safe to say that Dior made the right choice to keep Johnny Depp.