UPDATE: Please be advised that this Core Values campaign has been cancelled, with immediate effect by Bernard Arnault, Chairman of LVMH.

As part of their Core Values campaign, Louis Vuitton have released an image, shot by Annie Liebowitz, of a conversation between 27-year-old American swimmer Michael Phelps, winner of more Olympic gold medals than anyone else in history, and Larisa Latynina, 78-year-old Olympic ex-gymnast from the Ukraine. This is the real conversation. The real image. The real mastery and intelligence of this ongoing campaign. That originated with Bono on the South African highveld with the strap, Every Journey Begins in Africa. These two Olympians came from two different places, on two different journeys, and landed in the same place due to similar values.

To think that anyone believed that LV would use the image of a speedo-clad Michael Phelps in a grimy bath tub doesn't understand this campaign, which is all about self discovery as part of the artistry of travel and connections. Somehow I don't think Phelps' journey began in a bath tub.