The current research examines when and why variations in advertising motion speed alters the status perceptions of and consumers’ desire for the brand or product featured. Specifically, we propose that slow (vs. normal) motion speed can increase the target brand or product’s perceived status by triggering greater dreamlike atmosphere – a well-known luxury cue. A series of studies provide systematic evidence for the effect and show that slow advertising motion speed (vs. normal motion or fast motion) enhances status perceptions of and consumers’ desire for the brand or product featured – including purchase intentions, word-of-mouth intentions, and estimated price. We further provide evidence for the role of heightened dreamlike atmosphere through moderation and mediation. Implications for the literature on status and luxury consumption are discussed.