Advertising Campaigns
The Louis Vuitton company carefully cultivates a celebrity following and has used famous models, musicians, and actors such as Keith Richards, Madonna, Jennifer Lopez, Sean Connery, Hayden Christensen and most recently Angelina Jolie in its marketing campaigns. Breaking from their usual traditions of employing supermodels and celebrities to advertise their products, on 2 August 2007, the company announced that the former USSR leader Mikhail Gorbachev would appear in an ad campaign along with Steffi Graf, Gomez, and Catherine Deneuve. Many rappers, most notably Kanye West Juicy J and Wiz Khalifa have mentioned the company in certain songs.
The company commonly uses print ads in magazines and billboards in cosmopolitan cities. It previously relied on selected press for its advertising campaigns (frequently involving prestigious stars like Steffi Graf, Andre Agassi, Gisele Bündchen and Catherine Deneuve) shot by Annie Leibovitz. However, Antoine Arnault, director of the communication department, has recently decided to enter the world of television and cinema: The commercial (90 seconds) is exploring the theme "Where will life take you?" and is translated into 13 different languages. This is the first Vuitton commercial ad ever and was directed by renowned French ad director Bruno Aveillan.
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