Robert Pattinson’s Dior Homme film storms in 24-hours, #diorrob hashtag takes off

Dior Homme’s new film starring Robert Pattinson has already received a total of 2.2 million views on YouTube in the 24-hours since it launched.

The black and white campaign, directed by Romain Gavras and for the brand’s fragrance of the same name, includes a 60-second spot with a million views, and an uncensored director’s cut version at one-minute-and-46-seconds with over 1.2 million views.

The release was a much-anticipated one, as evidenced from the social mentions using #diorrob. It also stars model Camille Rowe and Led Zeppelin’s “Whole Lotta Love” soundtrack.

See the uncensored version below, as well as a behind-the-scenes video and interview with Pattinson.

An outdoor ad has also gone up in Place des Vosges in Paris: