In 2007, Vuitton began using people who represent their core values as a company in their print ads. The idea behind this is to showcase Vuitton's roots as a luggage maker. These "real” people aka celebrities, run alongside their seasonal fashion campaigns. Most recently, U2 front man, Bono and his wife, are featured in Africa where they have long time fought to end poverty. Actor, Sean Connery’s ads showcase him in front of this home in the Bahamas. Previous faces of the campaign include Sofia Coppola and her father Francis Ford Coppola sitting in Buenos Aires. Rolling Stone, Keith Richards in a hotel suite with a Vuitton guitar case, and Nobel Peace Prize winner and former President of the Soviet Union, Mikhail Gorbachev- in a limo passing the remaining part of the Berlin Wall.
Angelina Jolie is the new face of their Core Values Campaign. Shot in Cambodia where she is known to have adopted her first child, Maddox. It is undisclosed as to how much Jolie was paid for the campaign, but rumored to be around $10 million.
Running with Jolie's print ads, is a video featuring the actress in Cambodia, speaking about the life changing experiences she has had there. The video does not talk about Vuitton products, but focuses on lifestyle of travel and leisure. It showcases that Vuitton products not only accompany those who live a privileged lifestyle of ritz and glamour, but accompany those who have something to offer the world.
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