FINAL FRONTIER: Louis Vuitton takes its travel theme “to infinity and beyond” in its latest “Core Values” campaign underlining its travel roots:
The campaign features astronauts Buzz Aldrin, Jim Lovell and Sally Ride, marking the 40th anniversary of “One giant leap for mankind.” The image by Annie Leibovitz of the trio in a battered vintage pickup truck, gazing at the moon from the California desert, is slated to appear in a range of international magazine titles in July. In tandem with the print campaign, Vuitton will introduce an interactive Web site at louisvuittonjourneys.com, slated to launch July 2 with a making-of video of the Leibovitz shoot and interviews with the three astronauts. Aldrin made history with Neil Armstrong in July 1969 when the two men were the first to set foot on the moon. Lovell was commander of the ill-fated Apollo 13 mission in 1970, while Ride was the first American woman to enter space aboard the Space Shuttle Challenger. WWD first reported the trio would pose for Vuitton on March 30. Created by agency Ogilvy & Mather, the Core Values spots also have featured the likes of Mikhail Gorbachev, Catherine Deneuve, Keith Richards and Sean Connery — and some monogram canvas travel bags.
It is almost surprising how little LV products are displayed in these ads though. Just one bag or two. It is almost like they are selling these names rather than the actual core values and high quality of their products.
i love how the images look so photoshopped and overlighted it might have been shot in the studio, with the background inserted later on. but knowing Annie and Vuitton, it was more than likely shot on location.
and something about those Core Values ads make me crave those monogramed bags in a way the normal ads never can. i don't know why, but it's these ads which make them look so desirable. they make me see my monogram canvas pieces in a totally different light.