In Japan, Louis Vuitton has been promoting its brand with TV Spots since 2003 (in France the first TV ad was published in 2008).
The first Japanese TV ad that I want to analyze is a spot promoting the formerly new product line "monograme multicolore" that was created by Takashi Murakami, a japanese artist. In the spot, a young girl - her name is Aya - gets swallowed by a colorful Louis Vuitton Panda into a colorful world, where she goes on a fantastic Louis Vuitton journey. I will be analyzing different characteristics of this ad such as music, creator, story and style. I will also talk about cultural references in this ad.
The second Japanese TV ad I am analyzing is another spot by Takashi Murakami. In order to celebrate their six year collaboration, he created another fantastic journey. This time, Aya has grown up. She gets swallowed by a Louis Vuitton panda again. But instead of traveling through a dimension of colors and monograms, she travels back in time to young Louis Vuitton himself. When they see each other, it is love at first sight - and the title of this second spot is "superflat first love".
It is also interesting, that there are previews for both ads. Usually, a TV spot has the purpose to promote a product and is not promoted itself. These are the previews that are supposed to promote the clips by Takashi Murakami. The first one only shows the Panda and the Louis Vuitton monograme, whereas the second one shows the main characters and some sort of intro and outro.
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