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When Louis Vuitton brings together two of football’s biggest stars in one campaign, you have to be sure that success will be there. Especially when these two players are seen as rivals on the pitch.
Unveiled on Saturday 19 November, the day before the World Cup kicks off in Qatar, the message conveyed by the photo is even stronger when we know that the two players are probably playing in the last World Cup of their careers.
The campaign photographed by Annie Leibovitz shows the two sportsmen, posing on a Louis Vuitton trunk, in the middle of a game of chess with a brand briefcase serving as a chessboard. A chess game that symbolizes all the sporting rivalry that has existed between players for nearly 15 years.
A snapshot that will go down in history
Among the most popular photos on Instagram is that of Lionel Messi winning the Copa America, which has 22 million likes. The announcement of Kylie Jenner’s second pregnancy amounts to 24 million while that of Ariana Grande’s marriage reaches 26 million. It took a few days for the Louis Vuitton shot to break all of these records.
“With 36 million likes, the one published by Cristiano Ronaldo dethroned another photo of him, which announced the pregnancy of his partner Georgina Rodriguez, to become the second most followed on social media. Only the photo of a simple egg on a white background currently has the lead (more than 55 million, by the way). Lionel Messi’s post is in fifth place, with over 28 million likes. In total (it was also published on the Louis Vuitton and Annie Leibovitz accounts), it collects more than 70 million “likes”, Le Figaro specifies.
Le Parisien also specifies that “the photo of the two brothers who are enemies of football, sponsored by Louis Vuitton, has already made history by becoming, in less than 24 hours, the third most ‘liked’ photo in the history of Instagram on the Portuguese account”.
Very popular on social networks, more than 500 million for Cristiano Ronaldo and more than 300 million for Messi, the worldwide fame of these two athletes has contributed to the success of this campaign.
In terms of the clash of the titans, Louis Vuitton is not at its first attempt as Le Figaro recalls that: “just before the 2010 World Cup in South Africa, the trunk maker staged Diego Maradona, Pelé and Zinédine Zidane playing table football. A photo already taken by Leibovitz”.
