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MARKETING | ADVERTISING
The Greatest Story Ever Worn — Levi’s
150 years of Levi’s. Talk about iconic. Every person on the planet now owns a pair of jeans from some brand or other and its all thanks to Levi’s mass-marketing machine (well, mostly).
Personally, I hate Levi’s. They never fit. Their sizes are all over the shop and their shops are often unfriendly and unhelpful. But…their campaigns are great!
Here they go again flexing their deft-storytelling skills in this series of thirty seconds ads. Simple. Inspiring. Beautifully filmed. Three films that draw on real stories about people’s relationships with their 501s.
“Bury me in my jeans” would be my fave. Despite it being a funeral, the Cliff Richard soundtrack marks this as a joyous celebration of life.
“Some might argue that more could have been done with numeric ‘anagram’ of 501 and 150. However, the quiet nod to this in the anniversary campaign identity, shown at end of the films, perhaps sums up how the brand made a legacy out of simplicity.” Source Creative Review
