It seems as though those in advertising circles are all talking about the very first advert to be commissioned by luxury brand Louis Vuitton.
The commercial, which features stunning model Arizona Muse and is already prevailing on the website, sees our protagonist on the run in Paris from a mysterious man. As the story unfolds, it becomes clear that our heroine is steeped in mystery too as she reveals an envelope, takes to the skies in a hot air balloon and escapes.
As expected, the short clip is rife with garments and merchandise from the fashion house – all subtlety woven into the storyline. The audience are left reeling at the cliff hanger, which no doubt paves way for further installments in what could become a series of memorable adverts and subsequently hugely successful campaign for the brand.
Campaigns of this type have proved particularly effective with household names such as John Lewis, who strive in condensing a love affair of feature length proportions into a minute-long slot with which the audience are enamoured. Or Renault, who recently captured four years of a driver’s life to coincide with their four-year warranty.
We love good stories and we are prone to falling in love with their characters. The simple strategy of tugging at our heartstrings has proved lucrative to advertisers since day dot, but it’s good to see even the big-hitters taking note.
I’m hoping Louis Vuitton don’t leave us hanging for too long with this one!
What do you think of LV’s venture into retail commercials? Would you argue that it cheapens the brand? Tweet me @danielledunn_ca and let us know your thoughts!