How cute:

That’s a giant billboard of Keith Richards shilling for Louis Vuitton, which appeared in London yesterday as part of a campaign to win back older customers and which also employs the famous mugs of Catherine Deneuve and Mikhail Gorbachev.

“Keith Richards is timeless and ageless,” said Rita Clifton, who heads the U.K. division of brand consultant Interbrand. “He’s lived his life on the edge, but he’s not a sleaze bag. He’s lean and mean and he’s still current.”