Louis Vuitton Launches New Campaign starring Lionel Messi & Cristiano Ronaldo

“Victory is a State of Mind” for Lionel Messi and Cristiano Ronaldo

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  • Photos courtesy of Louis Vuitton.

Louis Vuitton launches new “Victory is a State of Mind” campaign starring soccer superstars Lionel Messi and Cristiano Ronaldo.

The campaign, photographed by legendary photographer Annie Leibovitz, sees Messi and Ronaldo playing chess on a stack of Louis Vuitton luggage in which the checkered leather of a Louis Vuitton Damier attaché case acts as the checkered board of a typical chess set.

The campaign is a generational follow-up to a celebrated 2010 campaign featuring the all-time greats Pele, Maradona, and Zinedine Zidane; Annie Leibovitz portrays these two latest soccer legends far from the field but still in competition.

The 2010 campaign saw the Brazilian, French, and Argentinian greats facing off in a game of table soccer in a wood-toned bar. All with smiles and laughter on their faces.

The updated version takes a more melodramatic approach as we see the Argentinan and Portuguese stars with a look of focus and determination as opposed to laughter. Possibly because the game they are playing takes more brain power than table soccer, or possibly to reflect the determination and strategy that made the two into stars.

The background setting is also starkly different than its 2010 counterpart. As opposed to a warm-looking bar, this photo has a colder feel and looks to be taken in a worn-down home. Since this is a photo by Leibovitz, it is most definitely intentional. It could possibly be a reference to the uncertain global times that lay behind their rises in stardom. Whatever the symbolism, it provides a big contrast to the cleanliness and perfection of the two soccer stars and the Louis Vuitton Damier attaché cases.

The campaign is already making waves on social media. The photo has already been liked over 300,000 times on Louis Vuitton’s official Twitter and thousands of more times on fan accounts and news accounts. Proving that not only have the two won at the game of soccer but were victorious in capturing the hearts of fans too.

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