Louis Vuitton Gets Moody

Isn’t it cute when a luxury giant gets all emo? Take the new film advertisement from Louis Vuitton – it tries so hard not to show you a product that you wonder how much they paid for the pink elephant in the room.

The new spot is meant to go along with the new “core values” print advertisements featuring global icons such as Catherine Deneuve and Mikhail Gorbachev. The images are shot by Annie Leibovitz and feature the Louis Vuitton monogram collection – certainly a product line that could do with some class and polish. It’s interesting then that the film piece barely acknowledges the monogram. It’s understandable to go for the heart of the brand to reposition its major money-maker, but instead of going for the glamour of jet-setting and travel (which used to be the prime association of Vuitton leather goods,) the brand has decided to go existential and tell you that “the journey is life itself.”

That’s nice. So why do I need an expensive bag for my life-itself-journey?

According to Miles Socha’s article in Women’s Wear Daily, Antoine Arnault states that the ad is meant to express “a certain quietude.” Ah yes, the complete opposite of what the brand has become in the past few years: loud, bling-y, flashy, and a common call-out in hip-hop anthems. With this new film piece and its companion print images, Arnault wants the world to know the Louis Vuitton doesn’t “only want to reach people in the fashion world.” Ad placement is going into upscale art-house cinemas and magazines with readership in the affluent demographics.

Catherine Deneuve in one of LV's "core values" advertisements.While I am completely in support of Louis Vuitton repositioning itself in this way, and have always preferred its “institutional” advertising campaigns over their fashion images, I am a bit disappointed by the end result. The existentialist, Wong Kar Wai-ish film spot is indeed beautiful, but also lonely and somewhat sad. Where is the joy of the journey? The exhalation of purchasing such a sought-after product? It’s like you need to hunt for the elusive item even in the advertisement: is it there? No, wait…it’s over there…no, that’s a shadow…wait – there it is! Hurrah! Product! So why am I on an empty dusty road in the middle of nowhere?

I suppose that Vuitton is going for the “less is more” approach in this spot – it’s first venture in film advertising. A wise choice considering the rampant over-exposure of the Monogram, however the product is still the brand’s best asset. Why not show it more?

Coming to an art-house near you.

Louis Vuitton television advertisements created by Ogilvy & Mather. Creative Director: Christian Reuilly, Director: Bruno Aveillan, Composer: Gustavo Santaolalla.

Read Miles Socha’s WWD article, or Jezebel.com’s hilarious take on the film – a must read! Also, advertising blogger Brent Terrazas provides his take.

Comments

[Loen]

I didn't feel any sadness in this ad but some amazing, deep and abstract emotions... It touched me, really... For me, this (Art) work is astoundingly beautiful, nothing more complicated !...

[K-Line]

I think core value advertising is a dicey proposition and best applied sparingly. This advert doesn't really resonate for me with a brand whose primary value (as far as I can tell) is making bags of money on women who enjoy - and can afford - the bling. I almost didn't make it through the clip. Interesting post, though, thanks. K

[Randall]

I have to concur with K-line. If overused this would definitely prompt some laughs starting in the back row as the original and never ending Infiniti new-agey rock and running brook campaign did back when that brand was hatched. One thing I'm still scratching my head over is, why has LV called their ad 'core values' to the world? This seems to me because the truth about many LV customers is: the customers behave in a way that indicates they lack any core values. They buy no matter what. Being beholden to such a social phenomenon would scare me, so perhaps this is why the obvious and banal marketing formula is spelled out in marketing for dummies lingo for all to see. "Hi, these are our core values". Still makes me stop and wonder what my disconnect is. I'd be interested in an interview with Mikhail, Catherine, and Andre & Steffi on their view of LV core values. I mean that in a nice way in case that sounds snarky.

[Geoffroy]

This commercial is very strong and poetic, and honnestly, as an Art Director, change my perception of LV, on a very good way... This is a beautiful translation of the real Roots of the brand, versus the ridiculous "bling bling" video with pharell williams...

[Geoffroy]

This commercial is very strong and poetic, and honnestly, as an Art Director, change my perception of LV, on a very good way... This is a beautiful translation of the real Roots of the brand, versus the ridiculous "bling bling" video with pharell williams...

[Inga-L]

I really fall in love with this video... Thanks to Louis Vuitton to didn't feel obliged to put thousands of logos and bags in this beautiful advert... The message is generous, universal and beautiful, and that's the real modern "Chic" attitude !!!

[SeraStyle]

Agree ! This is a a "poetic and chic" video ! And "Bravo" to Bruno Aveillan, who is definitively an amazing Director !

[Raffaella]

I love this video! Amazing!