Is the Elle and Van Cleef & Arpels campaign one to remember?

Presented as an attempt to recreate the magic felt when falling in love, The Van Cleef & Arpels Love Stories campaign doesn’t evoke a modern day love affair feel. I am lost within it’s beautiful scapes and models but wonder what would make a young urban female (audience as defined for this campaign effort) to share the video with friends. By rethinking luxury marketing and opening up the campaign to a wider content creation and brand distribution approach, both Van Cleef & Arpels and Elle Magazine may have garnered a larger return.