Louis Vuitton invites viewers on a journey through the Louvre in debut TV ad


Louis Vuitton headed to the Louvre in Paris to film its first ever television ad, L’Invitation au Voyage.

Directed by photography duo, Inez Van Lamsweerde and Vinoodh Matadin, the cinematic spot sees model Arizona Muse discreetly working her way through different rooms in the museum, surrounded by its famous paintings including the Mona Lisa. With a key spotted around her neck from the beginning, her quest is to unlock a secret that’s been hidden inside a legendary LV travel trunk for more than 150 years.

“For centuries, the most wonderful intrigues have been woven in the Louvre, a haven of culture and history. An intrepid young woman enters this universal temple and unwinds the skein of time,” reads the write-up.

A hot-air balloon whisks her away above the Cour Carrée (the courtyard of the museum) with the letter containing the secret in her hand, all the while the man that’s been following her throughout looks on from the ground.

The film launched exclusively on Facebook yesterday, before appearing on TV screens worldwide last night. The multimedia campaign will also comprise print and digital ads, and appear in cinemas from next week. A longer two-and-a-half-minute director’s cut of the film is shown on the Louis Vuitton website.

Rachel Arthur is an award-winning business journalist specialising in fashion and technology. Alongside her work as the founder and editor of Fashion & Mash, she regularly contributes to titles including Forbes, Wired, The Daily Telegraph, The Business of Fashion, Fashionista, Mashable, Dazed and more. She is a regular speaker at conferences around the world, as well as an advisor on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on the likes of John Lewis’ JLAB accelerator programme. She was previously based in New York as a senior editor for leading online fashion trade publication and trend forecaster WGSN, where she managed global coverage of the industry from a communications, branding and technology standpoint.