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It is refreshing that a brand knows who and what it is, ladies and gentlemen please welcome: Louis Vuitton. Well, in case you do not know it, at the heart of every brand is a set of core values, and for Louis Vuitton here they are: a journey beyond the physical, a commitment to excellence and a transmission of dreams.
Of course, when you are one of the world's largest behemoth, you can afford people like - Angelina Jolie, Bono, Sean Connery, Steffi Graf, Keith Richards, Muhammad Ali, Francis Ford Coppola, Sofia Coppola, Sally Ride, Buzz Aldrin (yes, the astronaut and the second person to ever walk on the moon, that Buzz Aldrin). And now to continue the series? Roger Federer and Rafael Nadal - for some statistics they met 40 times, with Nadal leading 24-16 including 14-10 in finals. It is interesting for a company as huge as Louis Vuitton to still know its identity - because many companies/entities end up diluting themselves so much they lose track of that: think Versace post-Gianni's death even if the company is now back on track as a prime example, or any pop star once their initial zeitgeist is gone with Madonna being a poster-girl for the movement.
As I said, it goes better when the budget is there. Federer and Nadal are not going to just join the campaign for pennies, both are still - even if Federer is now retired and Nadal no longer at the top of the ATP ranking - incredibly popular figures in the game and of course, in the world at large as "brands" (note that Federer has a line with Uniqlo and is a partner in On - the sports brand taking market shares from Adidas and Nike).
So here we are, the campaign is back and - with the force of Federer and Nadal - Louis Vuitton won game-set-and-match.