We have long been accustomed to linking LV with high-class fashion clothes, luxury suitcases and famous stars and celebrities. Actually, as far as 154 years ago, establishment of Louis Vuitton was starting from luggage cases, up until now, travelling is still the core value of this high-class fashion brand name. Recently, LV has put forth of a new release of core value advertisements which is performed by Keith Richards who is the guitarist of a rock band and annotates a passage of road of single travelling and self-discovery.
Carrying a guitar on his arms, Keith Richards sits on the bed of a customer room in the hotel, on the LV luggage case beside him, there lays a cup of coffee and an unfolded book. Light in the room is very dim since the reading lamp is being wrapped by a black scarf which is embroidered with skull pattern. On the night table there also lays a small skull ornament.
It’s not the scenery of MV of rock bands, but the latest advertisement of Louis Vuitton. Vicissitudes temperament of Keith Richards who is both a rock band guitarist and producer matches well with the theme of this advertisement since the theme it wants to deliver is travelling which is the brand name core value of LV. Below the advertisement there is such a line of words: “some travelling is just beyond words. New York. 3 P.M… Bruce C.” As the first part of core value serials advertisements in 2008, this advertisement will be globally put forth in April. Thereafter, there are also serials of advertisements about portraits of prominent celebrities, which will consecutively show up on the stage.
We have long been accustomed to linking LV with high-class fashion clothes, luxury suitcases and famous stars and celebrities, so we will often neglect its historical origin. 154 years ago, Louis Vuitton, who was born into a carpentry family in France, opened its first leather goods store in Paris, the main products of which are flat-headed luggage cases. Such a kind of cases which are made from Trianongrey canvas quickly became the first-choice outfits of those upper-stream society aristocrats in Paris when they are going on a journey.
After 154 years, today Louis Vuitton which has long span lot with luxury and fashion still regards travelling as its brand name core value. Keith Richards does not belong to fashion world since he does not have meticulously bright and fresh appearance. However, just as LV communication major director Arnault said£º“he is a world idol, he enlightens hundreds of his fans. That’s why we highly respect him.” As long as you have possessed enough experience and money, you can carry LV travelling case with you, just like him to start a passage of road of single travelling and self-discovery. What’s more, such a valuable and legendary Louis Vuitton travelling case not only symbolizes your fortune and status, accompany you to travel miles of road, but also witness your life travel. In LV’s eyes, it is travelling in both spirit and emotion that trains every person.
It is the first time that Keith Richards takes part in commercial advertisement screening; we can hardly find another image representative who is more convincing and persuading than him. This advertisement meanwhile starts up a public welfare activity since Louis Vuitton will represent Keith Richards to make donations to “the climate project” which is initiated by Nobel peace prize winner Al Gore.
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