Yasiin Bey (a.k.a. Mos Def) has one of the smoothest, most distinctive voices in hip hop, so it’s no wonder he was chosen by Louis Vuitton to recite some of legendary boxer Muhammad Ali’s famous deep yet sting-worthy words in a new campaign for the designer brand. (That, plus the fact that his Mom used to read him Ali’s speeches when he was a kid.)
Part of “The Greatest Words” digital campaign — the label’s first film campaign — this is one of four spots created as part of the brand’s continued efforts to promote the art of travel. More than physical travel, though, the campaign is meant to highlight broader interpretations of the concept, such as personal journeys of self-enlightenment.
Originated from Ogilvy Paris, the spot features original music and sound by Toronto’s Apollo Studios, which also brokered the deal with Bey. The spots were directed by Stuart McIntyre, who is represented by Steam Films Canada.
Here, Bey and calligrapher Niels Shoe Meulman give their take on Ali’s verses in a spot called “Word.”
