Louis Vuitton’s latest advertising campaign featuring Lionel Messi and Cristiano Ronaldo is causing a stir and breaking records. The photo, captured by renowned photographer Annie Leibovitz, quickly became one of the most liked in Instagram’s history, accumulating an impressive 70 million likes. This rare snapshot brings together two football legends and could leave a lasting impact on the history of the French luxury house.
The campaign was unveiled on Saturday, November 19th, through the Instagram accounts of Louis Vuitton, Annie Leibovitz, Lionel Messi, and Cristiano Ronaldo. The image showcases the two football stars engaged in a chess match atop a Louis Vuitton trunk. This particular photo stands out because it is a rare occurrence to see Argentinean and Portuguese stars photographed together.
Louis Vuitton’s association with the world of sports is further reinforced through this campaign. The luxury brand aims to leverage the massive audience of these two football rivals to gain widespread visibility. Both Ronaldo and Messi boast impressive followings on Instagram, with 501 million and 377 million followers, respectively. Within just a few days, the photo became the most liked on Messi’s account, surpassing his signing photo with PSG. Ronaldo’s photo also garnered a staggering 38 million likes.
Similar to Rolex, who sponsors the prestigious Roland-Garros tennis tournament, Louis Vuitton solidifies its connection to the world of sports by partnering with highly popular sporting events. In 2021, the luxury house created the Larry O’Brien Trophy trunk for the NBA championship. Additionally, since 2010, Louis Vuitton has been the official trunk maker for one of the most illustrious and sought-after trophies in the world—the FIFA World Cup trophy. Winners of the 2022 edition in Qatar will receive the trophy in a specially-designed Louis Vuitton trunk.
Overall, Louis Vuitton’s campaign featuring Lionel Messi and Cristiano Ronaldo has quickly gained attention and admiration. The brand’s strategy of aligning itself with sports icons proves effective in reaching a vast audience and establishing limitless visibility. Through their collaborations with high-profile sporting events, Louis Vuitton continues to strengthen its presence in the world of sports and reinforce its status as a luxury powerhouse.
Useful links:
1. Louis Vuitton Instagram account
2. Annie Leibovitz Instagram account
