Re: Keith, Louis Vuitton
Date: March 10, 2008 14:11
Keith Richards is the new face of Louis Vuitton, the French maker of luxury handbags and luggage.
The 64-year-old Rolling Stone appeared on a London billboard last week and advertising placed in British newspapers. The campaign will feature in magazines throughout March, Antoine Arnault, Vuitton’s head of communications and the 30-year-old son of Bernard Arnault, founder of brand owner LVMH Moet Hennessy Louis Vuitton SA, said in a Feb. 28 interview.
The younger Arnault said the ads are designed to promote Vuitton’s heritage in luggage and win back older customers that lost interest as the label became more fashion-oriented. Earlier ads in the campaign featured Soviet leader Mikhail S. Gorbachev and actress Catherine Deneuve. Richards appears with a deeply wrinkled face holding a guitar in a hotel room with a custom- made Vuitton guitar case behind him on the bed.
“Keith Richards is timeless and ageless,” said Rita Clifton, who heads the U.K. division of brand consultant Interbrand. “He’s lived his life on the edge, but he’s not a sleaze bag. He’s lean and mean and he’s still current.”
Arnault, speaking in his Paris office, said Louis Vuitton is picking “achievers who changed things” to star in the ads. The first series included Deneuve sitting on her Vuitton trunk in a film-set train station, and tennis champions Andre Agassi and Steffi Graf cuddling on a couch near their luggage.
Richards was photographed by Vanity Fair contributor Annie Leibovitz and the image features lamps hung with black scarves printed with skulls. A caption reads: “Some journeys cannot be put into words.”
Ad Spending
The younger Arnault said Louis Vuitton wants to reach business customers and frequent flyers who thought the label had shifted from being a travel brand. Since 1997, Creative Director Marc Jacobs has driven Vuitton’s expansion into clothing.
He declined to release figures on ad spending or say which celebrities will feature next. Two more famous people will appear this year, he said.
According to estimates by Alessandra Rossi, marketing manager for Nielsen Global AdView, Louis Vuitton spent about $80 million last year between January and November advertising in the Asia-Pacific region, Germany, Italy, the U.K. and the U.S.
Louis Vuitton, whose advertising expenses rose 28 percent last year, was the fourth-largest spender after Gucci, Armani and Ralph Lauren and spent more than Prada, according to Rossi’s estimates, which are based on standard market rates.
The label, whose Neverfull handbags can cost more than $600, is also advertising on television, with a global campaign making its way to France on March 10 after breaking in U.S. cinemas and cable channels last month. The 90-second spot, developed with agency Ogilvy & Mather and director Bruno Aveillan, doesn’t feature celebrities, shows few LV logos and offers captions about personal journeys while music plays.
Edited 1 time(s). Last edit at 2008-03-10 14:13 by boston2006.