Louis Vuitton (LVMH.PA) has launched a beautiful advertisement as part of its “Core Values” campaign. It features Angelina Jolie sitting on a barge, informally dressed with a big Louis Vuitton tote bag by her side.
The photo was shot by Annie Leibovitz in the Siem Reap province of Cambodia and first appeared in WWD, followed by the International Herald Tribune, Vanity Fair and a slew of other news, general interest and lifestyle publications. It is expected to run for at least 18 months and will also feature a video interview with Jolie filmed on location. The campaign will run alongside a few other recent “core values” personalities, including Bono his wife Ali Hewson (in Africa) and Sean Connery (in the Bahamas).
Vuitton launched its “Core Values” campaign in 2007 to reconnect with its travel roots and thus reach a broader audience. According to Pietro Beccari, Vuitton’s executive vice president, “Vuitton gives a travel message through personal journeys which is a fundamental one for the brand.” Other personalities who have features in the campaign are Mikhail Gorbachev, Keith Richards and Catherine Deneuve.
However, there is one oddity in the Jolie ad: the Alto carry-on bag shown in the ad (Jolie's own) is about six years old, and is no longer available in stores.
A mistake? Quite likely not - Beccari commented that Vuitton is considering a "re-edit" of the Alto carry-on.
My take on it is that Vuitton will wait to see what the demand for the “Jolie tote bag” will be and then restart production and sales if expected to be profitable.
If I am correct, this would be one of the most cost-effective market researches for Vuitton. Let’s wait and see!