Sophistication in Advertising: the example of Louis Vuitton

I came across the ad above while reading one of the latest issues of The Economist. The iconic actor Sir Sean Connery, the legendary James Bond, is on a wooden deck in an island of the Bahamas next to a waterproof version of Louis Vuitton´s Keepall bag. We can read the tagline: “There are journeys that turn into legends. Bahamas Islands. 10:07”.

The references to the coolness and globetrotting British spy are immediately obvious. The French luxury giant,The Louis Vuitton Company, is trying to underline its travel roots again with this ad. We can read its website that “Since 1854, Louis Vuitton has elevated travel to an art de vivre”. Being a long time symbol of prestige and wealth, Louis Vuitton has carefully cultivated a celebrity following and usually uses some of those celebrities for their ads, trying to send a message of cosmopolitan sophistication or being part of an exclusive and elitist group of connoisseurs. Price is not important, in fact, customers expect to pay a high premium for any of its products. Louis Vuitton is known for having the highest prices in the international fashion markets. Price is not a concern for the targeted audience. Louis Vuitton knows they can afford those products. It’s the powerful message of sophistication and elegance through their ads that will make them finally choose their brand.

All elements are aligned to deliver this message of sophistication in travelling: choosing a celebrity such as Sir Sean Connery, evoking James Bond, the photo taken by Annie Leibovitz the most celebrated portrait photographer in the world, the setting in the Bahamas, the medium in which it was found (The Economist)…A sound and well designed strategy that also is innovative as it targets senior consumers, a segment that is not usually present in fashion advertisement campaigns but that is becoming a current trend.