Louis Vuitton's first ever TV commercial

Louis Vuitton, the quintessential luxury brand, has launched its first ever TV ad. Called "Where are you going?", the 90-second spot takes viewers on a journey that is painted with engaging imagery. Produced by Ogilvy Paris, the attempt is certainly an unusual move by the luxury brand to communicate key values of the brand to a wide audience.

It has not been easy for luxury and fashion brands such as LV to take their messages from the pages of magazines and transport it into a medium such as television. One of the main commercial reasons is the audience - their brand is not designed for mass-market consumption. The cost of a top-range LV travel bag will allow most economy travellers to get a round the world trip ticket, with some spare change. So why has LV decided to take its message to the masses?

There will be a lot of debate among brand strategists around the world as to the value of such a move, and importantly, if the strategy works. What do you think?

Either way, enjoy the commercial.