Mother New York introduces Instagram Shopping’s first national brand campaign, “It’s All Coming Back To Celine, Again”.  The campaign represents the latest iteration of the evolution in Instagram Shopping’s global call to action: Shop With Your ♥. 

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. 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. 

“It’s All Coming Back To Celine, Again” celebrates an innovative new bridge between culture and commerce.  With more influence and access than ever before, today’s activities and culture moves fast.  People find inspiration from a variety of touch points, but only Instagram Shopping provides a platform to purchase where culture actually begins. This is what the campaign is all about : a celebration of how Instagram Shopping allows anyone to shop at the speed of culture.  

The “It’s All Coming Back To Celine, Again” campaign has culture at its centre, a display of harmony between the ever-changing trends in retail and shopping for yourself or others. The campaign captures this bond and brings to life a range of gifts, both timely and timeless, just taps away from the content that inspires them.

The launch marks Instagram Shopping’s first brand campaign, which will run throughout the holiday season on social media channels.  The campaign was created in partnership with Mother New York.