Luxurious crystals combine with an energetic party atmosphere in swinging rhythms. And who ambassador of Swarovski? Ariana Grande.
Swarovski is, indeed, a renowned brand of luxury crystals, jewellery, and accessories, which was founded in 1895 by Daniel Swarovski in Austria. Moreover, the brand’s products are prized for the precise cut and sparkle of their crystals, which have, consequently, become an icon of luxury and elegance around the world. In addition, the 2024 Christmas campaign, featuring Ariana Grande – who is a renowned American singer, actress, and pop culture icon – aims to highlight the brand’s unique style and prestige by seamlessly combining the world of luxury with the atmosphere of a dream party.
Furthermore, in the background of the spot, the song ‘Swing, Swing, Swing (Sing, Sing, Sing)’ performed by Keely Smith can be heard, thus giving the commercial an energetic and swinging feel. Therefore, I invite you to read a joint semiotic analysis of Swarovski’s new Christmas advert. Additionally, I encourage you to explore a similar analysis of the Coca-Cola ad.
Denotative analysis
On a denotative level, the ad depicts a series of frames from an elegant party, where we see people dressed in stylish outfits and Swarovski jewellery. Intense colours such as pink, blue and gold dominate, reinforcing the impression of luxury and glamour. The centrepiece is Ariana Grande, smiling and dressed in a glittering outfit adorned with crystals, emphasising the brand’s elegance. The ad shows Swarovski products in a variety of contexts – from the jewellery worn by event attendees to the crystal adornments on the tables.
Connotative analysis. In search of answer: who is the ambassador of Swarovski?
Connotatively, the ad creates an image of exclusivity and dreams of a luxurious lifestyle. Swarovski crystals symbolise prestige, glamour and excellence, while the presence of Ariana Grande as ambassador emphasises the youthful, trendy and dynamic nature of the brand. The song ‘Swing, Swing, Swing’ evokes a retro and glamorous atmosphere that fits perfectly with images of dancing, smiling and having fun, suggesting that Swarovski jewellery is not just an accessory, but a key element to express personal style and confidence.
Commutation test
The use of the commutation test involves replacing elements of the ad with others. This method shows how different components affect interpretation. If the ad had featured another character with less reach or iconicity instead of Ariana Grande, it could have lost its appeal. Such a change might have diminished its potential to attract a younger, modern audience. Additionally, changing the music to something less energetic could weaken the dynamic of the spot. This alteration would change the perception of the luxurious, dreamy nature of the event. The commutation of these elements reveals that the presence of Ariana Grande and swing music is key. Together, they help maintain the atmosphere of luxury, fun, and prestige that the brand wants to convey.
The Swarovski brand ambassador for this campaign is Ariana Grande, a pop culture icon known for her unique style and influence on the younger generation.
Who is the ambassador of Swarovski? Myth analysis
The myth built in the advertising is based on the desire for a luxurious lifestyle available through Swarovski products. A party featuring people wearing Swarovski jewellery suggests that wearing these crystals transports recipients to a world of dreams, prestige and extravagance. As a brand ambassador, Ariana Grande embodies youthful, modern luxury that is accessible to anyone who wants to feel special. The ad operates on the myth that Swarovski crystals can add ‘magic’ to everyday life, making every moment part of an elegant, fairytale world.
Being an ambassador is a representative role. In this role, a public figure becomes a vehicle for the values and aspirations of a brand or idea. In popular culture, an ambassador not only promotes a product. They also create emotional and symbolic associations that influence consumers’ imaginations. As a living symbol, the ambassador personifies the lifestyle and values that the brand wants to convey. This helps build an emotional connection with the audience. In this way, the ambassador acts as a cultural sign. Their image and personality give the brand credibility and reach. Ultimately, they shape social patterns of behavior.