Louis Vuitton to start airing television ads

  1. interesting..
     
  2. oh :huh:
    That's really... cool HAHA
     
  3. Can someone who has access please post the entire article? =)

    My first reaction: :yucky:

    It's too much. For so many reasons. It seems desperate and especially because they didn't need to before.
     
  4. oh, i can't wait to see them! i hope the ad pars up to the name.
     
  5. Very interesting
     
  6. Lol, do they really need to advertise on TV?
     
  7. Here's an article from the IHT, not the same one the OP listed, but it is the general idea:



    Vuitton ads venture onto television

    By Eric Pfanner
    Published: January 29, 2008






    LONDON: In an unusual marketing move for a fashion and luxury goods brand, Louis Vuitton said Tuesday that it planned to advertise on television for the first time, with a travel-themed 90-second spot that was shot in France, Spain, India and Japan.

    The campaign, which will start Feb. 15, will run on cable and satellite television channels and in cinemas around the world, Vuitton said. It shows ordinary people, rather than celebrities like Catherine Deneuve, Andre Agassi and Mikhail Gorbachev, who feature in a current print campaign for the label.

    High-end fashion brands and luxury goods companies have generally avoided television advertising, sticking mostly to magazines and, in some cases, newspapers.

    Television advertising can be expensive, and many luxury goods companies, particularly European family-owned concerns, have operated on relatively small advertising budgets. Also, image-conscious fashion brands have been wary about undermining their aura of exclusivity by appealing to mass-market television audiences.

    An exception is Chanel, which made a splash about three years ago with a two-minute TV ad for Chanel No. 5 perfume. Starring Nicole Kidman, it reportedly cost more than $30 million to make.


    The Louis Vuitton ad, meanwhile, aims to promote the brand itself, rather than a specific product. A Vuitton bag makes only a fleeting appearance in the ad, which asks, "Where will life take you?"

    "It is supposed to touch our clientele and viewers in ways that perhaps other media will not touch," said Pietro Beccari, Vuitton's head of marketing. "This is a way to say Louis Vuitton is different. It is something éphémère, but also something that stays."

    Beccari said the ad would be particularly useful in reaching new audiences in fast-growing markets like China, where the image of Vuitton may be less established than in Western countries.

    Vuitton said it would run the ad in "rigorously selected cinemas" and on cable and satellite channels that were likely to attract well-traveled audiences. These will include news channels like CNN and BBC World, which many business travelers watch in their hotel rooms, as well as outlets like the Golf Channel, Beccari said.

    "We will not use television in the way Nutella is using it," he said, referring to the chocolate-hazelnut spread. Beccari declined to say how much Vuitton would spend on the campaign. "We will not be on TF1," the television channel with the biggest audience in France.

    Even without television advertising, sales of Louis Vuitton products have been rising. The brand, including clothing, recorded a double-digit sales increase in the first nine months of last year, Vuitton said, with particularly rapid growth in China.

    Like impulse buyers in a Vuitton boutique, Beccari and Yves Carcelle, the chief executive of Louis Vuitton, made the decision to advertise on television when they saw a proposal put together by the ad agency Ogilvy & Mather, part of WPP Group, Beccari said. It was a collage of moody still images from a variety of films, he said, and struck the right tone for the brand, which has been trying to focus on its travel heritage after several years of glitzier marketing for its fashion line.

    "We both got goose bumps and said, this is the direction we want to go," Beccari said.
     
  8. ^^^ Thank you for posting the article! :flowers:
     
  9. Interesting...are they going to try to go mainstream, in a way
     
  10. I would't mind seeing a LV commerical. There should really be commercials out there trying to inform people of fakes. But a LV commercial will just be some good televsion eye candy. I'm not sure if it's a desperate mov from LV but we'll see how it looks!
     
  11. I'm amazed, it doesn't seem like the brand needs it since the sales have increased. I interested in seeing it.
     
  12. I dont like the idea
     
  13. I am unsure how it will turn out. However I feel their current move with the Gorbachev series of ads was both timeless and eye-catching so as long as they can turn that into moving pictures, I'd be okay with it.
     
  14. Louis Vuitton is becoming more mainstream, every man and his dog seems to have an LV so it doesnt suprise me. Louis Vuitton is now trying to attack a new market which is everyday people who like a little bit of luxury or have seen celebs with these bags and want one.