It's hard to miss the latest Louis Vuitton campaign, which features rock star/social activist Bono and his fashion designer wife, Ali Hewson, carrying one of the luxury company's signature bags. The photo, by well-known photographer Annie Leibowitz, is especially eye-catching because it lacks the static, posed look that usually characterizes an ad for an upscale brand.
The
NY Daily News complains about the number of messages packed into this one ad. In addition to featuring the Vuitton luggage, the ad mentions Ali's Edun clothing line and also shows some Kenyan charms made by a Fairtrade company. Plus in tiny print, the ad says that profits from the Vuitton bag (as well as Ali and Bono's fees) will be donated to Conservation Cotton Initiative Uganda.
The
Daily Mail notes that Bono and Ali are the latest celebrities to appear in Vuitton's Core Values campaign series, which revolve around the brand's iconic image in the world of travel. Vuitton discusses its campaign
here.
IMHO, Vuitton's target market is smart, media-savvy, and able to absorb and interpret multiple messages. Just as important, the target market will understand and appreciate the social responsibility angle, which helps to differentiate Vuitton's brand. All in all, I like this campaign.
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