Louis Vuitton reaches for the heavens in a new print ad starring astronauts Buzz Aldrin, Sally Ride and Jim Lovell. The three appear in this photo, shot by Annie Leibovitz, sitting on the hood of a old truck, gazing up at the moon, on which Aldrin walked 40 years ago this July 20. There will also be a companion video in which the three reminisce about their space travels. (Neil Armstrong, the first man on the moon, apparently declined to be involved.) The campaign, by Ogilvy & Mather, marks the 40th anniversary of the Apollo 11 landing and is supposed to be a respectful homage to the astronauts, though the product it's endorsing, the $1,530 Icare travel bag, is named for the Greek hero who flew too close to the sun. Huh. Anyway, this continues LV's strategy of using older spokespeople, like Mikhail Gorbachev and Keith Richards, to entice baby boomers who need fancy handbags to distract from how old they've become themselves. So, they should stop calling Armstrong and get Tony Curtis on the phone.

—Posted by David Kiefaber