Tiffany & Co Believe in Dreams ad with the white rabbit

Tiffany & Co Cite Alice in Wonderland for the Holidays

Tiffany & Co’s Believe in Dreams campaign was inspired by Alice in Wonderland. Zoe Kravitz, Xiao Wen Ju and Naomi Campbell are there.

The Tiffany & Co Believe in Dreams holiday campaign has an Alice in Wonderland theme, kind of like The Matrix (1999) or every Insomniac music festival ever. Zoe Kravitz (Lenny Kravitz’s daughter) plays Alice. Model Xiao Wen Ju is the White Rabbit. And Naomi Campbell is the Mad Hatter.

The minute-long promotional video starts with Kravitz falling into a wormhole into Tiffany’s secret wonderland that is probably invite only. Ju greets her and gives her a tour that includes Tiffany Paper Flowers™, Tiffany HardWear, Tiffany T, Return to Tiffany® and Tiffany Keys. Then they have tea with Campbell and an assortment of Tiffany & Co employees, and she goes home.

It’s all soundtracked by the classic cut “Dream On” by Aerosmith that was released in 1973. They’re about 45 years behind in music, but the spirit of Christmas future is there with a dancing robot.

In a press release Reed Krakoff, Chief Artistic Officer at Tiffany & Co, explains, “The holiday season is a time of year when more than ever, we’re inspired to dream. At Tiffany our artisans work to create magic and beauty in every piece.” He continues, “We created this film to bring their artistry to life and capture the spirit of a Tiffany holiday where anything is possible.”

The commercial was directed by Mark Romanek, who also did Beyonce’s Lemonade visual album.

naomi campbell for tiffany & co believe in dreams holidays 2018

Naomi Campbell for Tiffany & Co. 

Holiday gifts at Tiffany’s include most of their iconic pieces of jewelry, such as the Heart Tag Bracelet ($400), the Bean Design Earrings in 18k Gold ($500), and a lot of cute rings. You can also trim your tree in decorations bought at Tiffany’s in that they are selling Christmas ornaments.

Last spring Tiffany & Co launched the first Believe in Dreams campaign that was inspired by New York City and the standard “Moon River” from Breakfast at Tiffany’s (1961).

Shop the entire Tiffany & Co. Believe in Dreams holiday collection at their online boutique.

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Elizabeth de Moya has contributed to DJ Mag, DJ TechTools, LA Weekly and Thump (Vice). She has a BA in Linguistics from UC Berkeley.