Dave Roberts is deputy MD at M&C Saatchi Sport & Entertainment
Like many Worldwide Film Premiers, David Bowie’s new film has had its fair share of hype. But the difference is it wasn’t filmed in Hollywood. And it hasn’t launched in Leicester Square.
The short film – L’Invitation Au Voyage – is a new production by Louis Vuitton, starring David Bowie as the brand’s new ambassador; it launched online via the Vuitton app.
Only time will tell if the impact of the campaign will be lasting, and if the stardust Bowie sprinkles on the brand will have legs to stand – and run – on. It could be just an elaborate sync deal (which I’m tempted to believe), or it could be the beginning of a new direction for Vuitton.
Watch: is YouTube redefining fame and celebrity endorsement? Part I available now.
At this time of year, when we’re used to seeing celebrity faces in Christmas campaigns – like Twiggy for M&S, or Delia Smith for Waitrose – the Bowie end of year initiative raises the question: can seasonal celebrity campaigns build value in the long-term?
Seasonal partnerships can work in theory. But transitory talent associations often only drive short-term awareness; they don’t substantiate brand values in the longer-term. And there can also be a risk that focusing brand building on ‘celebs’ has a diminishing effect, as the suggested link between brand and talent eventually becomes less believable to the consumer. Iceland’s partnership with Kerry Katona being an example.
To make them work they need to be part of something bigger. Brands need to be looking to develop deeper relationships with talent, which have mutual interests at their heart.