My YouTube ad of the week: Martin Bailie, Glue Isobar

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Martin Bailie reviews Louis Vuitton

Martin Bailie, executive planning director, Glue Isobar

Why I like this

I don't. I've been transported back to 1999, when we could get away with cumbersome, impossible-to-navigate Flash sites and "experiences" we naively forced hapless users through.

While I admire the ambition and artistry Louis Vuitton has tried to display, the result feels ten years out of date, pompous and irrelevant.

The New, Now film is vacuous and uncomfortable in a web format; the YouTube comments reflect this. The site is choked with random "luxury" content, tiny thumbnails, weird cul-de-sacs and an irritating cube navigation. The temporary mobile site benefits from being mercifully limited in content (just the stunning catwalk show films, rather than "we curate the web for you" content efforts).

Wish I'd thought of

Burberry's strategy. Compare/contrast. Burberry is a delight on mobile, is clever on its.com, is open and welcoming, yet amazingly stylish and beautiful to behold. Christopher Bailey is connected and inventive, embracing new customers and transforming his brand. Connected business as it should be.

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Credits

Brand

Louis Vuitton

Task

Draw people to Louis Vuitton's new online magazine New, Now.

This is the first in a series of short films created for Louis Vuitton's new online magazine. "When Hong Kong is a woman" features women going about their lives with stunning views of Hong Kong and a voiceover talking poetically about the region as if it is a woman.

Credit

Directed by Jean-Claude Thibaut.

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