Is Louis Vuitton Just Dreaming That Its ‘Towards a Dream’ Ads Will Work?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and reading the Wall Street Journal the other day, when I came across this full-page ad for Louis Vuitton.

Wait, what? Luggage with legs? What’s gonna happen to all the Sky Caps, Doc? How are they supposed to make a living when bags move themselves?

– Sky Cop

Dear Sky Cop,

Here’s what Louis Vuitton’s website says about that print ad.

With its unique aesthetic and historic monuments, France’s tidal island Mont Saint-Michel serves as the backdrop, welcoming a group of local children to frolic on the shoreline. With an exhilarating sense of joy, they embark on an imaginary odyssey, embodying a future where anything is possible.

As for the whole Towards a Dream campaign, here’s the official LV-Speak describing it.

At Louis Vuitton, the Spirit of Travel goes beyond discovering a physical destination, it also sparks curiosity for what lies within. The Maison’s core values come alive in a far-reaching journey to dreamlike settings around the globe. Captured by Viviane Sassen, the images are an evocative ode to the inner child, set free in a reverie of otherworldly beauty and infinite possibility.

Like this.

And this.

Evocative odes to the inner child aside, this is not grocery shopping, people – which, as the Wall Street Journal’s Jaewon Kang reported yesterday, is all about a race to the cheapest.

Well-known brand names and flashy ad campaigns are no longer enough to command U.S. consumers’ loyalty in grocery stores, retail executives said. As inflation spreads and stretched supply chains leave gaps on shelves, shoppers are becoming increasingly fickle, with availability and price determining what goes into their shopping carts.

Louis Vuitton, by contrast, is all about a race to the longest lines possible outside its retail stores.

Representative samples.

So for anyone who thinks Louis Vuitton’s ad campaign is just dreamcasting . . .

Dream on.

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