Cartier isn't like any other jeweler, so why would they advertise like every other jeweler?
This three minute spot ran as a roadblock on the major U.S. networks on Sunday night. It was remarkable for its look, remarkable for it's length, and remarkable for the fact that a retailer that sells $12,000 watches would advertise on prime time mass market television.
I like it.
They've created awareness for their brand and re-established their status. With one media buy they got millions of people thinking about them again.
Are there other ways they could have achieved the same goals? Probably. Are there better ways?