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Vuitton is embracing medium of the masses

January 30, 2008

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Luxury-goods brand Louis Vuitton is trying to reach well-traveled audiences with its first on-screen campaign, The New York Times reported.

As of Feb. 15, the 90-second spot, shot in France, Spain, India and Japan and featuring ordinary (non-celebrity) people, will run on cable and satellite television channels and in movie theaters.

Pietro Beccari, Louis Vuitton's head of marketing, said the brand has been trying to focus on its travel heritage, and the proposal submitted by ad agency Ogilvy and Mather projected the right tone.

Louis Vuitton described the advertisement as "the first-ever on-screen corporate campaign by a luxury house."

High-end fashion brands and luxury goods companies have generally avoided television advertising, sticking mostly to magazines and, in some cases, newspapers.
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