Leonardo DiCaprio. (Credit: NatGeo)
Unlike Roger Federer, Leonardo DiCaprio works hard to avoid the spotlight. When he is indeed spotted, he’s usually dressed in black, ducking behind face masks and baseball caps, slipping from back entrances into waiting SUVs. He grants few interviews and keeps a low public profile. For a luxury brand like Rolex that relies on celebrity exposure, choosing him as a Testimonee feels almost counterintuitive.
On Earth Day, Rolex released a one-minute video featuring several environmental advocates, including DiCaprio. While watches have little to do with saving the planet, Rolex’s decision to partner with the actor underscores a more values-driven form of marketing, one that is still rare in the glitzy world of luxury, especially in an age of Instagram and constant visibility.
Dr. Piers Sellers (L) and Leonardo DiCaprio (R). (NatGeo)
The clip, released earlier today, opens with a voiceover from DiCaprio: “There is a sense of urgency that we all must do something pro-active about this issue.” The quote comes from a backstage press conference at the 2016 Oscars, just after he addressed climate change in his acceptance speech.
Research shows that 82% of shoppers want a brand’s values to align with their own, and they’ll vote with their wallet if they don't feel a match, while three-quarters of shoppers reported parting ways with a brand over a conflict in values. (And 72% say they think companies overstate their sustainability efforts.)
In that light, DiCaprio’s role is less about selling watches and more about underscoring Rolex’s commitment to the planet. The brand’s main plans for DiCaprio aren’t necessarily to be spotted wearing a Rolex, but to be the personification of one of its most important values.