Luxury Brands Approaching Mass Media Edit

Louis Vuitton's First TV Ad
3,031 Views - Click for Larger Image

Even a luxury brand such as Louis Vuitton has decided to turn its promotion strategies toward the most popular of the media. Up to now, Vuitton ads domain was restricted to printed paper, mainly glossy paper.

Eventually, Antoine Arnault, chief of the brand promotional strategies, decided it was time to get onto TV and cinema screens.

Hence, this is the first Louis Vuitton ad campaign which will run on cable and satellite TV channels and in movie theatres around the world from February 15th.

No celebrities, but only ordinary people (prospective LV customers..?) will be featured in the campaign, which will be translated in 15 languages.

The 90-second spot, created by Ogilvy & Mather and directed by Bruno Aveillan, is themed around the question “Where will life take you?”, and has been shot in France, India, Japan and Spain.

It is in fact an institutional campaign, aiming at the promotion of the brand itself, rather than a specific product (a generic LV bag makes only a fleeting appearance in the movie).

LV is then the second high luxury brand approaching TV after last Gucci TV ad by David Lynch.

Will others follow?