I recently ran across this YouTube gem, having seen the link posted by a friend of mine who encouraged all to watch it, calling it "inspiring." After watching it, I would have difficulty agreeing less. It's not that I have a problem with the idea that a "journey" is a process of self-discovery, rather than a trip or a vacation, nor with the idea that the aforementioned "journey" brings us face to face with ourselves and shows us how we fit in the world.
My problem with the commercial lies in the way that these somewhat vague and Oprah-tic ideals appear over dreamy and artistic scenes of travel in exotic lands (lands that are apparently only populated with exotically beautiful citizens), and the way that glimpses of fleur de leis-ed Louis Vuitton bags and accessories are interspersed between these travel scenes and impassioned ideals. It seems to me that this is a melding of two diametrically opposed ideas, the idea of replacing a hope for some grandiose future with a simple appreciation of the everyday moments that make up our time on earth, merged with the materialistic pursuit of elite belongings and expensive labels.
This ad makes no attempt to appeal head-on to those who are openly and singly focused on the materialistic pursuit of wealth and comfort; it seems to target instead those who maybe recognize that there is more to this life than the simple accumulation of wealth but who don't want to face the fact, who instead want to find a way to assuage their guilt for their materialism while still pursuing their personal comfort. And so, by Louis Vee opening up with us about his "core values", by showing us models pensively discovering how they fit in the world while still hanging on to their $1,000 purses, it attempts to convince us of the misguided--though lucrative--idea that the journey of life can lead us somewhere where these two ideas can live in harmony.
The sad thing...apparently it works. As TheCtBoy comments below the video,
I'm gonna buy a Louis Vuitton bag the first chance i get like really, i don't care if i have to save up for half a year.
Like really, Ct, don't waste your money. I'm pretty sure LV won't make you happier, or your life a smoother journey. But it will make you poorer.
You're better off to just spend your half-a-year watching his stupid commercial and crying.