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Up to now, fashion and luxury good brand, Louis Vuitton has only relied on selected press for its advertising campaigns. Although the print ads have been highly successful with such faces as Steffi Graf, Andre Agassi and Gisele Bündchen, they’re expanding the brand with television advertising. The idea came from Antione Arnault, director of the communication department.

This 90 second travel-themed commercial explores the idea of “Where will life take?” Although the cinematography is great, I felt that it was a little on the slow and boring side. There’s not enough engagement or draw to keep the viewer wanting to see the entire spot, which is crucial because the Louis Vuitton logo doesn’t show up until the very end.