If you watch it all the way through, you’ll see an artfully-shot piece that’s vaguely about making journeys. At the end, you’ll discover that it’s a commercial for Louis Vuitton.
Both times this ad was shown, the audience laughed when the Louis Vuitton brand was displayed at the end. As far as I can tell, they were responding to the disconnect between the high-minded content and the ordinary brand associated with it.
Calvin Klein and Laser Pointers
I was reminded of another ad, from years ago. It was, in my memory, one of the first ads before a movie that I ever saw. It featured a bunch of heroin chic kids moping around the house, and I distinctly remember that one young lad was toying with a laser pointing and aiming it at the camera.
The audience responded the same way at the end, with a kind of mocking contempt for the way their expectations were raised and then disappointed. Do you remember this ad? I tried to find it on the web, and even asked Metafilter, but no such luck.
In any case, it’s interesting to see these long-form commercials receive this particular response. Some of it, I’m sure, has to do with the fact that they’re being viewed in a social setting. The audience has a collective reaction as well as an individual one. And, obviously, we’re responding to the disconnect between the promise of the high-falutin’, edgy ad and the banality (or total irrelevance) of the brand they’re promoting.
Did you have the same reaction to this ad?
Incidentally, I’m not sure why I’m on an advertising kick at the moment. Don’t worry, it won’t last.