“A single journey can change the course of a life.” This is the catch phrase accompanying Louis Vuitton’s “core values” ad campaign.
Yes, this statement may be true. But unfortunately for you Louis Vuitton I don’t think an epic mecca to your store to buy a $4,000 bag is going to dramatically transform my life – well except for making me broke.
Yet that is just the image you are trying to convey to the world’s malleable consumers by capitalizing on Cambodia’s exoticism. Through this ad you are declaring that purchasing a Louis Vuitton bag will dramatically change lives by uprooting people from their boring existences and transporting them into an exotic universe filled with movie stars and rainbows (not to mention its’ use as a handy, practical and fashionable accessory for your adventure down Cambodia’s Mekong River). Try cashing in even a single bag and transforming the lives of Cambodians in a way that actually makes a matters. Not hard to do in a country where 30% of the population lives on dollar a day.
Tsk Tsk Louis Vuitton.