Ogilvy Paris has completed work on a first film campaign for French haute couture brand Louis Vuitton.
The spots feature Yasiin Bey (AKA Mos Def) reciting Muhammad Ali speeches, combined with sound design and original music.
Apollo Studios were drafted in to strike a deal with the perfect man for the job, electing Bey because of his personal attachment to the legendary boxer – he grew up with his mother reading him Ali speeches.
And, due to the immensity of the positive feedback at this early stage, the featured music is being developed into a full track.
The inspiration for the campaign came from Louis Vuitton’s rich history of promoting the art of travel. For more than 150 years it has been conveying the message of self-discovery and exploration, capturing the journeys of some of the world’s most extraordinary personalities.
According to Louis Vuitton, however, a unique journey is about much more than a destination. It is about courage, inspiration, dream and life.
Ali was chosen as a central focus for the spots because his victories and defeats left a mark on the world. He stood up for the ideals he believed in, leaving his incisive words still echoing in the ears of millions of people today.