The new ad, shot by Annie Liebovitz and debuting this Wednesday, is part of Vuitton’s “Core Values” campaign. Starting in 2007, “Core Values” attempts to reach a broader audience while emphasizing the luxury brand’s travel roots.

Other celebrities that have showed their values for Louis V include Sean Connery, Keith Richards, Bono and Catherine Deneuve. Jolie’s ad will run for at least 18 months and will include an interview online at louisvuittonjourneys.com/cambodia in which she will talk about Cambodia, the plight of the Third World, blah, blah, blah — I get it, you’re better than all of us.

Meanwhile, it looks like LV basically shelled out a reported $10 million just to hang out with Angelina Jolie on a wooden boat in the middle of nowhere. An “undisclosed portion” of which, naturally, went to charity. [WWD]

Louis Vuitton decided to donate 15 percent of all sales from its U.S. Web site that day to The Climate Project, the non-profit organization founded by Al Gore.

They first partnered with The Climate Project in 2007, when it started
making donations on behalf of some of the personalities in Vuitton’s
Core Values advertising campaign.

The campaign has featured the
likes of Catherine Deneuve, Steffi Graf and Andre Agassi, Sean Connery,
Keith Richards and Francis Ford and Sofia Coppola.

“Over the
past few years Louis Vuitton has voluntarily made efforts to reduce the
impact of its activities on the environment,” Daniel Lalonde, president
and chief executive officer of Louis Vuitton North America said. “In
addition we are proud to be able to support The Climate Project.”

LINKAGE: WWD

Sir Sean Connery, the original James Bond, is the picture of masculine cool as the latest celebrity to be featured in the French luxury giant’s “core values” campaign underlining its travel roots.

Photographed on a beach near his home in the Bahamas, the iconic actor is propped on a wooden dock next to a waterproof version of Vuitton’s Keepall bag. The photo Annie Leibovitz submitted was actually a test, before he was handed over to the hair and makeup crews, Bernard Arnault said. “In this case, we had the opportunity to work with a legend,” he added. “He’s been on our list for a very long time.”

Arriving just in time for the November release of “Quantum of Solace,” the latest Bond film starring Daniel Craig, Vuitton’s Connery images are slated to run for roughly a year, in tandem with other personalities from the series, including Keith Richards and the duo of Francis Ford Coppola and his directing daughter, Sofia.

Thanks WWD