Astronauts for Vouis Vuitton new ad campaign

Louis Vuitton tries to survive in the period of recession and attract his customers’ attention by a new ad campaign. It is absolutely different from his other undertakings and is intended also to commemorate the 40th anniversary of man’s conquest of the Moon.

Two goals simultaneously will be achieved, a nice idea!

The latest Core Values ad campaign features Buzz Aldrin, who became the second man to set foot upon the Moon in the course of the historic Apollo 11 mission with Neil Armstrong on 20th and 21st July 1969,; Jim Lovell, the commander of the ill-fated Apollo 13 mission in 1970, who heroically guided his crew back to the Earth safely; and Sally Ride, who in 1983 became the first American woman to fly into space as a crew member on Space Shuttle Challenger.

The campaign was shot on the high plateaux of the Californian desert by a famous photographer Annie Leibovitz. The place allows to watch the Moon taking on an almost supernatural intensity on a clear night.

The three astronauts are shot quietly looking at the sky from the battered pickup truckwhich they used to have this journey together.

Louis Vuitton’s Icare travel bag in Monogram canvas was beside them on the truck. The tag line, in an echo of Neil Armstrong’s famous words in 1969, reads:

"Some journeys change mankind forever”.

In addition to that Louis Vuitton is launching a dedicated website - louisvuittonjourneys.com – where world-famous astronauts Buzz Aldrin, Jim Lovell and Sally Ride discuss how the experience of space changed their lives.

The new Core Values visual will appear in the July 2009 issues of international titles, while louisvuittonjourneys.com will be launched by a video teaser on June 3rd ahead of its worldwide launch on July 2nd.