Louis Vuitton: why is the campaign featuring Messi and Ronaldo causing such a stir?

The photo of the two football stars made the rounds on social media this weekend, showing the two men playing chess. But not only that…



On Saturday, the two famous football players, Lionel Messi and Cristiano Ronaldo, posted the same photo on Instagram at the same time. The photo is actually a campaign for Louis Vuitton, in which the two men are playing a game of chess.


In the caption, Cristiano Ronaldo writes: “Victory is a state of mind. A long tradition of trunk making photographed by @annieleibovitz for @louisvuitton”. More than 24 hours after it was posted, the photo had already garnered more than 50 million likes on both accounts, becoming the second most liked photo of all time on the platform. 



Voir cette publication sur Instagram


Une publication partagée par Leo Messi (@leomessi)

The two players have been rivals for years, and this photo is a high-profile marketing coup. According to several sources, this chess match was inspired by the draw between Magnus Carlsen and Hikaru Nakamura in 2017. Ronaldo and Messi have not met in a Champions League or World Cup final since Manchester United and Barcelona.


But according to several predictions, if Portugal and Argentina each top their respective groups, the two players will have a chance to meet again at the World Cup in Qatar.


The bag is rumoured to be a metaphor for the trophy, while the two players placing their pieces on the board illustrates the strategy for getting their respective teams to the final.



Read also > [Luxus+ Magazine] World Cup in Qatar: controversy before the start of the competition

Featured photo : © Louis Vuitton


Picture of Hélène Cougot
Hélène Cougot
Passionate about art and fashion, Hélène went to a fashion design school: the Atelier Chardon-Savard. She then completed her training with an MBA in Marketing at ISG. She has written for the magazine Do it in Paris and specializes in writing articles about luxury, art and fashion for Luxus +.

Subscribe to our Newsletter

Sign up now to receive sneak previews of our programs and articles!

Launch offer:

Your participation in the Camille Fournet Masterclass reserved for annual subscriber !

Luxus Plus Newsletter