Perhaps if the Argentine National Team had not become champion in the last World Cup, the music chosen for the campaign featuring Lionel Messi would have been different. But the song that the historic duo formed by David Bowie and Brian Eno co-wrote in 1977 is perfect in the video that Louis Vuitton produced to show this very particular model. Before beginning to speak –in Spanish, or in “rosarino”, according to his compatriots–, the verse is heard, the only one used from the song Héroes: “Then we can be champions, just for one day”. With Messi as a model, fully dressed by the French luxury brand, walking through a semi-empty and bright airport, nothing else would have been missing. The rest is done by social networks, the media that replicated the images and even the player’s own Instagram account, which, with 451 million followers, achieved in less than 24 hours an interaction that exceeded 2.5 million likes. .
By mouth of… But every campaign has a concept, a name, a leitmotiv, and this was no exception. In this case, the word chosen is “horizon” and for Messi, according to the video clip: “The horizon for me is looking to the future, letting my imagination carry me thinking regarding what might happen, what the future holds for me, all your chances. (…) I don’t know what will be next, what my future will hold for me; I like to imagine, to think regarding things that might happen… But I really don’t know what my future will be”.
With this campaign, Messi once once more posed for the French brand as the sole protagonist, without the company of Cristiano Ronaldo. And in turn, he added an option to “dress like Lionel” off the court. For those who do not opt for similar versions and prefer the original, the “Messi look” costs regarding 10,135 euros; without the trunk or the monogrammed ball that the brand launched for the 1998 World Cup in France.
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