Louis Vuitton does a TV commercial - about "journeys" switching tactic from glitzy fashion to travel heritage

In non superbowl ad news, Louis Vuitton temporarily stops duping Yale students into drawing Louis Vuitton ads on the university yard or featuring pictures of Mikhail Gorbachev and other celebs using their luggage in traditional fashion spreads and instead now launch a TV commercial for the first time. The 90-second spot was shot in France, Spain, India and Japan and focuses on travel rather than fashion.
Louis Vuitton, a unit of LVMH Moët Hennessy Louis Vuitton, described the advertisement as “the first ever on-screen corporate campaign by a luxury house.” Well, that's not counting Chanel I guess, since they've been at it for some time.

Ogilvy & Mather put together the ad which is all moody pretty travel scenarios and far removed from the high fashion glitzier stuff that's been going on recently, now Louis Vuitton wants to focus on its travel heritage, as seen already with the Gorbachev shot, so this tone is perfect for that.
Methinks that when high fashion brands move into "practical but dead expensive" territory it means a recession is coming. The sky is falling folks! I keed, actually I think it makes perfect sense since pop tarts carrying the Louis Vuitton brand on their dogs hats were diluting the brands history and worth.

Louis Vuitton - Journey - (2008) :90 (France)

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Neaner's picture

Too little, too late.

areia's picture

I don't think so Neaner, it's right on time, and since they've never done commercials before a beautiful 90 second ad will get the attention they need.