Some individuals think Sean Connery is a total hottie…and we think those people are wrong. And gross. And blind. But it seems Louis Vuitton’s people agree, as they just named Mr. Connery the new face of their ad campaigns.

The new ads will launch later this month, but we have a feeling the meetings behind the choice of (super) old dude went something like this:

“The economy sucks.”

“Yeah. It really sucks.”

“People don’t have the money to spend $100,000 on a suitcase! How do we make them more appealing?”

“We gotta make our leather look better. But how?”

“Oh! I know! Put it next to a really old guy. His leathery face will make our bags look like butter.”

“YES!”

Good work, LV. Your bags have never looked better!