Cinema Vérité Vuitton

(NEW YORK) The chicest of travelers must possess that hallowed symbol of luxury, Louis Vuitton luggage. To propel that message even further, the brand is taking it from ad page to screen with the first-ever Louis Vuitton commercial, so those adorable LVs can be on TV and hanging off your arm. The 90-second film will premiere in Paris on February 15.

This marks the first ever on-screen corporate campaign by a luxury house, which will air on television and cinema screens worldwide. But don't expect an explosion of LV logos. The commercial's theme is "Where will life take you?" and shows virtually no product. The scene is less focused on the subject and more concerned with the spirit and atmosphere of travel as a life-changing experience. As such, there are no stars or celebrity cameos.

"The choice of the exceptional 90-second format enables Louis Vuitton to take the time to convey the true and enriching essence of travel as a process of both discovery and self-discovery," said Antoine Arnault, head of communications at Louis Vuitton. "Time is the ultimate luxury."  

Ogilvy & Mather created the ads, with Bruno Aveillan directing and Christian Reuilly serving as creative director, while Gustavo Santaolalla wrote the powerful score. The film will be screened internationally in 13 languages in select cinemas and on cable and satellite channels throughout 2008. The brand's ising has gotten quite creative of late, and this cinematic feat serves as the perfect complement to the brand's current high-profile campaign, starring Mikhail Gorbachev, Steffi Graf and husband Andre Agassi, and Catherine Deneuve, all shot by Annie Leibovitz.