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Celine Dion Remade Her 'It's All Coming Back to Me Now' Video for Instagram Shopping
Mother New York goes retro in national brand campaign
Thanks to Instagram Shopping, it’s all coming back to her now.
Celine Dion revisits her 1996 music video for the power ballad “It’s All Coming Back to Me Now” in the first national brand campaign for the social network’s commerce platform. The work was made in partnership with Mother New York.
Set to the original bombastic track, a minute-long film from Mother, director Matt Lambert and stylist Mel Ottenberg once again features Dion in a lonely gothic mansion late at night. But much has changed in 23 years. There’s no ghostly biker dude for our heroine to mourn this time around. Mainly, she’s all about cruising ’90s and ’00s fashions on Instagram and indulging her way-back ways.
She winds up arrayed in baubles, sparkles, shades and other gaudy paraphernalia popular the last time our nation faced an impeachment crisis. Known for a self-deprecating sense of humor, the artist pokes fun at her diva image, preening around in Clinton-era garb with an attitude that lets viewers in on the joke.
Tagged “Shop With Your ❤️,” the campaign taps into ’90s nostalgia to showcase the depth and breadth of products available on Instagram Shopping, and aims to establish a fusion of commerce and pop culture as the platform’s point of differentiation.
“Celine Dion was the perfect fit for the campaign given her rise to fame in the ’90s and her recent resurgence in pop culture,” a Facebook rep tells Muse. “And of all of the songs in her catalog, ‘It’s All Coming Back To Me Now’ made perfect sense as the musical backdrop to talk about the return of trends.”
The artist dropped the clip on her Insta today (where else?). It plays like a self-aware, brand-centric reimagining of the source material—and Jim Steinman’s overwrought earworm still bores in deep.
Those in the mood for a sadder ride—we’re fighting back tears already!—can check out the original clip from director Nigel Dick:
