Louis Vuitton’s ad is called “Spirit of Travel,” but it might as well be called True Detective season three. The ad opens with Michelle Williams behind the wheel of some beautifully restored, relic of a car. She says, “I have no destination.” The camera pans out and she is alone, in this old car, travelling along a desert road. She speaks again: “I have a destiny.”
A new voice emerges, and it belongs to Alicia Vikander. “I don’t look behind,” she utters. Then there’s a cut to a black-and-white striped snake, wriggling through sand. “I find new paths,” she adds.
This is where it begins to get bizarre. Vikander, clad in Louis Vuitton (obviously), picks up the snake and her voiceover states, “the farther I can see, the farther I can go.” She continues to play with the snake, a snake that belongs to the desert and not her.
The mystery begins to take new forms: Why does Williams require binoculars to look at the horizon? And whose expensive Louis Vuitton luggage was left stranded in the middle of the California dessert for Vikander to find?
Things then veer off into magical realism, when both Williams and Vikander suddenly find each other, as if Vikander has stumbled upon some portal through an old LV clutch. She literally just appears, and even when she does, it’s not like they seem happy to see each other. They stand close to each other, but not too close. They say nothing. There is always tension between true detectives.
Vikander says, “Inspired by the past, we are the future.” It’s very mysterious. Then, “we are passengers on the same journey, from different worlds.” Ah, so this is about string theory, is it? Whatever the ad is supposed to mean, one thing is certain: the setting, the unnerving dialogue and the bouts of magical realism make it feel very much like a trailer for True Detective. And we would totally not be disappointed if season three cast these two ladies as the leads.