Dior helps Ian McKellen lose the wheelchair

This week’s unlikely advertising theme: dudes miraculously getting up out of their wheelchairs. It happened in yesterday’s stirring Johnnie Walker spot from BBH. And it happens again in this less poignant—and mostly incomprehensible—six-minute short film for Dior by director John Cameron Mitchell and Anonymous Content. The ad stars Marion Cotillard as a burlesque dancer who seduces wheelchair-bound Ian McKellan—and in a not-very-subtle metaphor, brings some spark back to his formerly lifeless legs. Make of the rest of it what you will.