Taiwanese-Canadian actor Godfrey Gao will be Louis Vuitton's first ever Asian male spokesmodel. A native of Vancouver, Gao is best known for his roles in Taiwanese shows, Volleyball Lover and I Want to Become a Hard Persimmon, which are, inexplicably, dramas.
Gao's gorgeous face will grace LV's campaigns after LVMH posted a 26% jump in sales during the first 9 months of 2010, in comparison to the previous year. According to reports, Chinese men were largely responsible for this growth as they spent more money on luxury goods than their female counterparts.
Louis Vuitton no doubt hopes that Asian men will positively respond to someone who reflects their culture representing the brand, but Chris Kyme, founder of a Hong Kong creative ad agency, thinks it might have the opposite effect:
If your target audience in Louis Vuitton is for Chinese guys, Im not sure this would appeal to men. It seems like it would appeal more to women. Chinese guys want to feel reassured and congratulated on their success rather than be shown a pretty model with their product.
Kyme believes that Louis Vuitton ads that featured celebrities like Keith Richards and Bono "are better suited (*cough* racist *cough*) to the brand and its demographic."
Well pu pu platter on you, Chris Kyme. I don't know about Chinese guys but this ad sure appeals to me and I'm glad to see some more diversity in advertising.
Besides, Godfrey Gao is a celebrity. You clearly need to catch up on your I Want to Become a Hard Persimmon.
Link Love: Wall Street Journal