Walt Whitman is reborn. To sell blue jeans.This Levi's "Go Forth" spot by Wieden + Kennedy uses what many think is an original voice recording of Walt Whitman reading from his poem, "America." If so, his voice does not match his appearance at all. Judging from the beard alone, I expected Wookie noises. Nevertheless, the visuals correspond well to the audio, capturing snippets of an America blooming with endurance, opportunity, and young people running shirtless through vacant lots. —Posted by David Kiefaber |
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Published on July 6, 2009 | Permalink
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Levi's now unbuttoning itself on NYC taxis
Fresh off its "Unbutton your beast" viral triumph (of questionable taste but unquestionable buzz), Levi's returns with a taxicab campaign for its 501 jeans via Show Media that has even the usually thoughtful and measured Brandweek riffing about the "in-your-face" effort that will be "whizzing through the streets of the Big Apple." The taxi-tops are actually pretty restrained, showing unbuttoned flys (what else?) but leaving the rest to onlookers' imaginations. I immediately think of stuffing those jeans with sweat socks. The trick is to find the thickest pair and roll it up really tight. I must've seen it in a movie once. |
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Published on December 17, 2008 | Permalink
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Levi's wants it both ways, and it's working!
Levi's artsy, monochrome Cutwater campaign celebrates the "average woman," comfortable with herself and her Levi's jeans. Meanwhile, the brand's sophomoric EVB-produced viral effort urges the gruffer sex to "Unbutton your beast," as if we needed the added provocation. My first thought: Oh, those denim jerks, they're trying to have it both ways. My revised opinion: Those button-fly geniuses, they're trying to have it both ways—and succeeding! Both campaigns are perfectly tailored (ha!) to their respective audiences: empowering and sympathetic for the ladies, disposable and "naughty" for the gents. The ads aimed at women are cinematic, for the sex that insists on schlepping out to the movies on Friday nights. The work targeting men lives on the Web, because that's where we watch our porn. I mean, where we check out movie schedules to plan fun Friday nights for our significant others. What's more, both campaigns have received their share of mainstream and trade-press attention, touting the Levi's brand well beyond the paid-media investment. So, kudos, Levi's! Too bad the economy's shot and soon no one will be able to afford jeans. Now, if you'll excuse me, I've got to go unbutton ... I mean, buy some movie tickets for the weekend. (Phew, nice save!) —Posted by David Gianatasio |
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Published on October 8, 2008 | Permalink
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Don't listen to Levi's latest Web campaign
Dear Levi's: I took the advice of your latest Web effort and "unbuttoned my beast" at work. Everyone lost it. I thought I'd get fired for sure, but the company's shares have tanked on Wall Street, and all of Human Resources got laid off. Adweek.com says Levi's wants "young men to pass along videos of customized 'beasts' emerging from the button-fly of Levi's jeans." You choose from "nine different animated characters with names like Trout Troutman, Paul the Pincher and Sock Nasty." I sent Sock Nasty to Fred, the guy in the next cube, and he quit in a huff! Though he did IM me later and invited me to dinner. Strange, we'd never been particularly friendly before. —Posted by David Gianatasio |
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Published on October 2, 2008 | Permalink
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Levi's sticking magazines down its trousers
How many times have I been asked, "Is that a magazine in your pants, or are you just happy to see me?" At long last, I can truthfully say, "It's a magazine!" This is thanks to a newsstand promotion by TBWA\Tequila\Hong Kong, which is dressing magazines up in Levi's 501 jeans. The press release enthuses: "You get your magazine from specially created displays by 'unbuttoning' a miniature version of the new Levi's 501." The periodical in question is called East Touch, ratcheting up the sophomoric snicker factor even more. And if some immature joker stuffs a few battery-powered issues of Esquire down those pants instead, well, who am I to judge? âPosted by David Gianatasio |
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Published on September 11, 2008 | Permalink
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Don't even think about looking at her jeans
Here's another Levi's ad from Cutwater, which did the model-in-reverse spot from earlier this week. This second one's cute, but it's a little long, as in Gone with the Wind long. Did they really need a full minute and a half to get the concept across? By the time the girl gets knocked out, I'd stopped caring, opting instead to wonder who's responsible for the music—it sounds like Max Raabe. Also, speaking as a man here, how are jeans that punish me for looking at hot chicks (and vice versa) a worthwhile investment? Maybe the creative were drinking too much of this when they came up with the idea. |
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Published on August 29, 2008 | Permalink
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Levi's steps back to reveal the average girl
Let me get this straight. Levi's "Onion Peel" spot by Cutwater, breaking this coming Monday during Gossip Girl, shows the reverse transformation of a corset- and fishnet-wearing supermodel into an average gal in Capital E jeans? I sat through the 90-second Fellini-esque monochrome clip thinking: She dolls it up again at the end ... right? No way. She's beautiful just being herself. Her Levi's-branded self, but it's advertising, after all, and it's about as deep a message as we're likely to get in an apparel spot this year. Um, Levi's ... there is a sequel where she dresses all sexy again, or undresses, which would be even better? ... Right?! ... Here's a spot that Fellini did direct. It's not for jeans, but it should appeal to guys because it's simplistic, colorful and silly. Mmm, yes, that's the stuff. My brain just stopped working. The man was a genius. Bravissimo! —Posted by David Gianatasio |
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Published on August 27, 2008 | Permalink
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