Watching Guy Ritchie’s new Dior Homme commercial with a Mad Men-mentality Jude Law acting out an entangled erotic engagement with the very lovely Michaela Kocianova, I found myself confused the first time.

Unlike most viewers, I want to write with intelligence about what I just saw, so being clear in my own mind is important.

Dior Homme - Un Rendez Vous (by Guy Ritchie starring Jude Law)

Does Dior Homme know something about its customer — that he or she is already an art house, noir film buff with sophisticated tastes in complex storylines as well as erotica? Are they almost certain that s(he) will push play a second time, out of intrigue and a desire to understand fully?

If so, Dior Homme has created a commercial, psychological masterpiece.