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Deux fois mieux06/09/2007 - par Mark Tungate
By now I guess you've all seen the new Louis Vuitton campaign, created by Ogilvy. By far the most successful image, in my opinion, is the one featuring André Agassi and Steffi Graf curled up on a hotel bed, with their Vuitton luggage strewn around them. The image is genuinely romantic, and is far more believable than the other two ads in the series. Gorbachev simply looks uncomfortable, as if he's just stolen a bag of plutonium, while Deneuve... well, as you might expect, she looks like a movie star.
Somehow, I can't help thinking that Ogilvy has missed a trick here. If Vuitton wants to sell more bags to men, maybe a « power couples » campaign is not such a bad idea. Because while I find it hard to imagine a regular single guy wheeling a Louis Vuitton bag to the airport, I can certainly picture a glamorous couple surrounded by their giant streamer trunks, like a latter-day Liz Taylor and Richard Burton. (Or Dick and Nicole Diver from Tender is the Night.) There's certainly no choice of suitable couples for the role. Why, in Paris alone we've got Monica Bellucci and Vincent Cassel. And what about the newly married Tony Parker and Eva Longoria ? Further afield, maybe Brad and Angelina would do it, in return for a donation to their favourite charity ? Perhaps Tom Cruise and Katie Holmes would accept ? Hmm... for some reason they don't feel very Vuitton to me. One thing's for sure : the Beckhams have had enough media coverage already.