In another move that makes me nervous for the four-color glossies, Louis Vuitton has announced they will no longer be focusing on print ads, which have featured the likes of ScarJo and Mikhail S. Gorbachev and talent like Annie Leibovitz.
Beginning February 15, the LV logo will be featured in spots running on your TVs and in movie theaters worldwide, in 13 different languages, naturally. The segment is a montage of self discovery and travel and was filmed in France, Spain, India and Japan. I also enjoy the font gracing the screen, and wish I could download it somewhere.
According to Fashion Week Daily, this marks the first on-screen corporate campaign by a luxury house. However, Louis Vuitton's boldest move is the length of the spot. The campaign designed by Ogilvy Paris asks, "Where will life take you?," and sucks you in for a total of 90 seconds, about three times longer than most spots that interrupt you during Gossip Girl. Why?
Says LV: "The choice of the exceptional 90-second format enables Louis Vuitton to
take the time to convey the true and enriching essence of travel as a process of
both discovery and self-discovery," said Antoine Arnault, head of communications
at Louis Vuitton. "Time is the ultimate luxury."
Very telling. Pricey goods like Louis Vuitton handbags have become somewhat attainable by a the masses in past years. Analysts are citing the "death of luxury," which has the truly elite retreating to the last bastion of poshness - the luxury of time. While the nouveau riches may be able to buy an LV handbag, then can't very well travel to Dubai for months without a care in the world.
Lesson learned: jetting around the world is the new black - preferrably while using Louis Vuitton luggage, s'il vous plaît. Enjoy the pretty video.
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