Montblanc’s magic world with The Greatest Showman

The phenomenon known as celebrity endorsement is increasingly being used by marketing managers to represent their brand identity.

In fact they prefer famous testimonials (and the popularity that precedes them) to speak to the world audience. But if we add to the equation “Luxury brand + celebrity endorsement” third element, like “popular entertainment”, what could happen? Montblanc shows us with its new Christmas Campaign for the launch of Happy Holiday limited edition, available now on

Christmas is coming and while department stores battle it out, Montblanc takes a more magical and entertaining approach, enlisting brand ambassador Hugh Jackman in his role as P.T. Barnum in the upcoming musical movie The Greatest Showman.

The Christmas campaign provides a teaser of the show and the showmanship we can expect to see, and much more: throughout the film Jackman can be seen using his Montblanc Minerva pocket watch, a vintage piece on loan from the house’s archive in Switzerland, as well as a specially designed Meisterstück fountain pen.

“This film is particularly important to me, a project that took seven years to bring to life,” says Jackman in a statement issued by Montblanc. “I am very excited that Montblanc is a featured part of this adventure.”

Montblanc’s case seems to be a stepping stone to introduce a new kind of cross-category promotion. It could be an evolution of product placement as we know it, particularly effective when used into a special entertaiment context. Like in this case.