Louis Vuitton is launching a television and cinema advert for the first time in its history. The company claims that it is the first time a luxury brand has launched an on-screen campaign that is not product-led
The 90-second ad, created by Ogilvy & Mather (O&M) in Paris, breaks on 15 February and is intended to be an “intensely atmospheric” representation of travel, harking back to Vuitton’s core offering of luxury leather luggage.
The company’s press advertising, also by O&M, features Mikhail Gorbachev and Catherine Deneuve but the TV and cinema execution will have no famous faces and limited product shots.
The execution includes “evocative landscapes” set to a guitar theme composed by Gustavo Santaolalla, who wrote Oscar-winning scores for Babel and Brokeback Mountain. A series of questions asking the viewer “What is a journey?” and “Where will life take you?” then appear over the picture.
The ad will be screened internationally in thirteen different languages in cinemas and on cable and satellite channels throughout 2008. The media and buying is through Team UK.