Louis Vuitton’s New Core Values Campaign: Up, up and Away!

Louis Vuitton shares a quick preview of its new Journeys campaign, featuring astronauts Buzz Aldrin, Sally Ride, and Jim Lovell. Interestingly enough, Neil “Man on the Moon” Armstrong is missing.

LOUIS VUITTON / ANNIE LEIBOVITZ

LOUIS VUITTON / ANNIE LEIBOVITZ

The ad is gorgeous, as usual, though I have to say the bag is rather oddly-named. The Icare, which sits quietly on the hood of the truck, is named after Icarus (ok, duh) — and as much as I love LV, I have to wonder why.

Here lies Icarus, the little kid who flew too close to the Sun. As science would have it, the wax that secured his feathers melted, he fell into the water with a splash quite unnoticed, and drowned. Oh, and no one noticed. If you’ve ever seen the painting, that’s his leg sticking out of the water on the bottom right… with everyone else minding their own business.

Landscape with the Fall of Icarus, Bruegel

Landscape with the Fall of Icarus, Bruegel

Fingers crossed; I hope the bag doesn’t suffer the same fate! Am really a little superstitious when it comes to names.

Anyway, for those who are still unfamiliar with the Journeys campaign, it’s a series of ads featuring people like Mikhail Gorbachev and Sean Connery. It’s more, dare I say, dignified — and targeted at The Rich and Mature, or as WSJ puts it, aging boomers… or at least people who know what glasnost and perestroika did to/for the Soviet Union (no political comment here).

LOUIS VUITTON / ANNIE LEIBOVITZ

LOUIS VUITTON / ANNIE LEIBOVITZ

I spent a rather long time staring at the Gorbachev ad when it first came out — because suddenly LVMH became all about history, politics, economics, and not just about models and bags. The Litvinenko reference, which I didn’t notice then, was oddly amusing though. Am guessing it was put there to add another dimension to it — polonium sushi, anyone?

I have to admit I do like these ads though, mainly because they mean something, intellectually, socially, and they’re not just about another pretty face and a new bag.

This entry was published on June 2, 2009 at 6:14 am. It’s filed under Uncategorized and tagged , , , , , , , , , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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