Masterstroke for Louis Vuitton.
On the occasion of his last campaign unveiled on November 19, the French trunk maker offered himself a draw between Lionel Messi and Cristiano Ronaldo … In chess.
The snapshot captured by Annie Leibovitz (from a montage, since the two stars were not photographed together, Ed) shows the two rivals, more concentrated than ever, leaning on a Louis Vuitton trunk as a chessboard.
And in this scene, it's the arrangement of the rooms that speaks.
Modeled on the famous chess game between the Norwegian Magnus Carlsen and the American Hikaru Nakamura, which ended in a draw in 2017, the pieces reflect the respective careers of the footballers.
The blacks initially played by Hikaru Nakamura, who became the youngest American (at 15) to become a grandmaster are set up in front of Lionel Messi.
The whites, on the other hand, are played by Cristiano Ronaldo and take up the shots of Magnus Carlsen, considered one of the greatest players of his generation.
With this symbol of a draw, Louis Vuitton places the two long-standing rivals on an equal footing.
A salutary confrontation, which coincides with what will surely be the last World Cup of these legends with multiple Ballons d'Or.
A campaign that resonates
Already in 2010, shortly before the World Cup organized in South Africa, Louis Vuitton had imagined a footballing scene.
Already in front of Annie Leibovitz's lens, it was Diego Maradona, Zinédine Zidane and Pelé who had posed in the middle of a table football game.
12 years later, the French trunk maker is reiterating a move that has global resonance.
In video, new Louis Vuitton campaign: Zidane, Pelé and Maradona: