When Everything Comes Together for Worse
Has anyone else had the distinctly awkward pleasure of witnessing a crowd of people respond to this Louis Vuitton advertisement at the movies?
There are so things I’d like to say this experience, but I’m trying to wrap things up) get out of here for the holidays. Thus, I want to make just one clear point: Sometimes when it makes perfect sense, you really lose. And sometimes when it makes no sense, you really win. And sometimes when it fits exactly or doesn’t fit at all, you actually tie.
No. Okay, well, here’s some advice for Louis V and other advertisers out there. Just because you make a cinematic ad (style and message), it doesn’t mean it’s right for the cinema (media). Furthermore, just because you think your target is “sophisticated and upscale,” it doesn’t make people at “more artsy theaters” the appropriate audience for your advertising. In fact, I’m really having trouble thinking of any theater or movie it would “work” for. Going to see a movie is social; it brings people (from diverse backgrounds) together for shared entertainment. (Not to sound like the speech given at every Oscars ceremony) Even someone who is compelled by the “journey” story (or even enjoys its music selection), is not going to do so in a crowd of strangers. Especially at this economically-difficult time, I can’t think of anyone who would self-identify as a fan of that brand.
I have been meaning to write this since seeing Slumdog Millionaire on Saturday night at the Angelika (highly recommended by the way) when after 4 indie previews were followed by the ad embedded above. It was met with an “Are you serious?” moment of silence, followed by a barrage of laughter and conversations (at least in rows near me) about the ridiculousness of LV’s communications. I can’t imagine the reaction would be any different elsewhere, so it’s crazy to think they’ve been running these since at least this May.
In fact, I would argue they actually disrupted my journey into a movie-going mindset (suspending disbelief, being open to being moved, etc.) with this unbelievably silly and self-important move.
Please tell me I’m not alone.
4 Comments to When Everything Comes Together for Worse
I love seeing ads at the movies. It always keeps me grounded when an entire theater LOL’s at an ad that I think is terrible. And yes I just typed LOL.
The thing I wonder every time I see an LV spot is this: why are they advertising? After having read about how they were trying to scale back their distribution to seem premium again, it seems like mass advertising contradicts that strategy. Just like mass distribution, mass advertising just makes it a mass brand. Expensive is no longer an indicator of being luxury (though if credit disappears forever it might be).
And really, I’d argue that appearing mass is their biggest problem right now. There are probably 15 stores in any shopping mall where you can buy LV products. Walking down the street, its hard to not to run into someone carrying an LV bag. LV is ubiquitous. At this rate, they might as well get into Walmart.
Just a guess, but I’m guessing you’re not a wealthy, self-absorbed, 40+ old woman out with her friends at the movies. You know, the friends who just spent last weekend shopping in Chicago with you chatting about the hubby’s new secretary, the sexy landscaper, or what part of your body you’re going to have sucked and stretched next.
I guess what I’m saying is, you probably weren’t the target audience.
always a good thing to remember, doug. and welcome to blog.
i must say, however, it seems there wasn’t a single member of lv’s target audience in the theater then. and if that’s the case, they probably should have tried to get a bit more bang from that media plan. (i honestly had probably the most tame rxn given i sat in silent embarrassment as a member of the industry that created such a thing.)
i read an interview with an lv exec who said, they picked 90-second format to take the time to convey their essence; that “time is the ultimate luxury.” maybe 90 seconds of interesting (bordering on cinematic) plays better on TV - a medium that we’ve accepted the “interruption.” at this point, people still don’t seem comfortable with advertisers on the big screen, especially AFTER the previews.
above i made the point that just because you think your ad is cinematic, doesn’t mean it belongs in the cinema. in fact, it makes the distinction between art and ad more clear and makes lv seem like a poser.
and from your description of the target, i truly wonder if the audience for Desperate Housewives: The Movie would have responded much differently, more favorably. mass and luxury may not be at odds but i have to believe the current climate will not be nearly as tolerant of unnecessary excess (acting as a guide or philosopher).
Seth - I just watched this ad on your post and loved it. I am in a state of mind that is receptive to this talk having just returned from a trip back home (India)
However, I agree completely with you what airing this ad at the movie was a bad idea and in bad taste. I actually think that an ad like this is almost made for private viewing and private pleasure, to me enjoyed (if at all) in the quiet sanctuaries of our browser windows. I would be appalled at watching this ad - esp. at the screening of Slumdog!
I don’t think that this ad belongs on TV either - its shamlessly rich. With people losing jobs and their retirement/ education funds, I doubt any of us are concerned about self-discovery and the journey of life. Right now, both look pretty shitty.
Speaking of, an ad that I really enjoyed was from an insurance company. I cannot think of the name - but the message was about how they’ve been through several recessions and every recession: its about going back to the basics. family dinners, enjoying the the simpler pleasures in life etc. I wish I could remember the brand name though.
December 23, 2008