Levi 501 old and newLevi 501 old and new

Jeans with attitudeJeans with attitude

You will be studying the You will be studying the new Levi 501 new Levi 501

advertisement Midsummer advertisement Midsummer Night’s Dream …Night’s Dream …

A Story of LoveA Story of Love

This full page ad appeared in Metro magazine This full page ad appeared in Metro magazine on Valentine’s Day - the day the ad was first on Valentine’s Day - the day the ad was first

airedaired

Act 3 Scene 1 of William Shakespeare's A Midsummer Night's Dream is given an urban 21st century twist centring around the two lovers and his jeans. The scene is a translation from the wood scene and the confrontation between Quince and Bottom and Titania's awakening, except the woods are transferred to an urban street way and Titania's awakening is in a launderette.

Levi's tries on A Levi's tries on A Midsummer Night's jeanMidsummer Night's jean Levi's has turned to William Shakespeare and Donna Summer's daughter in a bold Levi's has turned to William Shakespeare and Donna Summer's daughter in a bold

attempt to reclaim its status as an icon of cool. attempt to reclaim its status as an icon of cool. Years after it captured the imagination of the nation with its Nick Kamen launderette Years after it captured the imagination of the nation with its Nick Kamen launderette

adverts, Levi's is trying to shake off its image as a safe pair of jeans preferred by adverts, Levi's is trying to shake off its image as a safe pair of jeans preferred by men such as Tony Blair and Jeremy Clarkson desperately trying to cling on to their men such as Tony Blair and Jeremy Clarkson desperately trying to cling on to their youth. youth.

And it is hoping the £21m campaign centred on the bard's A Midsummer Night's And it is hoping the £21m campaign centred on the bard's A Midsummer Night's Dream, will reverse a seven-year sales decline in the 501 brand. Dream, will reverse a seven-year sales decline in the 501 brand.

The new campaign features a romantic encounter between Bottom and Titania, queen The new campaign features a romantic encounter between Bottom and Titania, queen of the fairies, transferred from Shakespearian woodland to a gritty downtown Los of the fairies, transferred from Shakespearian woodland to a gritty downtown Los Angeles setting. Angeles setting.

Kenny Wilson, the brand president for Levi's Europe, denied 501 had lost its way Kenny Wilson, the brand president for Levi's Europe, denied 501 had lost its way despite increased competition from fashion brands such as Diesel. despite increased competition from fashion brands such as Diesel.

"Levi's is about being the original jeans brand. It is that simple. Original is about being "Levi's is about being the original jeans brand. It is that simple. Original is about being the first of its kind and about doing new things in fashion and brand the first of its kind and about doing new things in fashion and brand communication. communication.

Levi's: Donna Summer's daughter Amanda Sudano stars as Titania in Levi's £21m ad Levi's: Donna Summer's daughter Amanda Sudano stars as Titania in Levi's £21m ad take on the Shakespeare comedytake on the Shakespeare comedy  

He said Levi Strauss had to take risks and innovate in its advertising because of its He said Levi Strauss had to take risks and innovate in its advertising because of its legacy of memorable advertising campaigns. legacy of memorable advertising campaigns.

In the latest advert Bottom is played by model turned actor Joshua Alba, while the role In the latest advert Bottom is played by model turned actor Joshua Alba, while the role of the waitress as Titania is played by Donna Summer's daughter, Amanda Sudano. of the waitress as Titania is played by Donna Summer's daughter, Amanda Sudano.

A new Bottom on the blockA new Bottom on the blockThe advert will be dubbed into Italian, French, Spanish and The advert will be dubbed into Italian, French, Spanish and

German and subtitled in Scandinavian countries. German and subtitled in Scandinavian countries. The opening title will be changed in continental Europe to say The opening title will be changed in continental Europe to say

"William Shakespeare's A Midsummer Night's Dream" but "William Shakespeare's A Midsummer Night's Dream" but that title was thought to be too obvious for British audiences. that title was thought to be too obvious for British audiences.

In an opening reminiscent of Baz Luhrman's Romeo and Juliet, a In an opening reminiscent of Baz Luhrman's Romeo and Juliet, a red velvet curtain rises after the caption "A Midsummer red velvet curtain rises after the caption "A Midsummer Night's Dream act3:scene1". Night's Dream act3:scene1".

Bottom, the hero, exits a factory walking past a gang of older Bottom, the hero, exits a factory walking past a gang of older men wearing unfashionably high waisted jeans. One of the men wearing unfashionably high waisted jeans. One of the men says, "Bottom, thou art changed, what do I see on men says, "Bottom, thou art changed, what do I see on thee?", as he grabs Bottom's loose fit 501s. Another thee?", as he grabs Bottom's loose fit 501s. Another comments, "Thou art translated", in dialogue taken directly comments, "Thou art translated", in dialogue taken directly from the play. from the play.

The focus changes to Titania, a waitress sweeping up a cafe, The focus changes to Titania, a waitress sweeping up a cafe, who says, "What angel wakes me from my flowery bed?" She who says, "What angel wakes me from my flowery bed?" She is mysteriously drawn out on to the street towards Bottom, is mysteriously drawn out on to the street towards Bottom, exclaiming, "Mine eye is enthralled to thy shape".exclaiming, "Mine eye is enthralled to thy shape".

Midsummer Night’s DreamMidsummer Night’s Dream

Look in Look in ‘shared area ‘shared area for for ‘Midsummer ‘Midsummer nights’ to nights’ to watch the watch the ad. in full.ad. in full.

60 second interview with Scott Morrison Marketing 60 second interview with Scott Morrison Marketing Director of Levi UKDirector of Levi UK

So have you ever taken your jeans off in alaunderette?To say yes would be a lie, but that’s not to say it hasn’tcrossed my mind. What exactly are ‘jeans with anti-fit’?Our Levi’s® 501® jeans have a straight rather than curvedseat which means they hang comfortably on the waist andfit loosely around the backside. This is known as ‘anti-fit’and is one of the features that makes the Levi’s®501®so unique. When you wear your Levi’s®501®oversize, itaccentuates this feature and you get a cool, low-slung look.■ Levi’s® has produced some pretty iconic advertisingover the years.

60 second interview with Scott Morrison 60 second interview with Scott Morrison Marketing Marketing

Director of Levi UKDirector of Levi UK What’s your favourite Levi’s® TV ad?It has to be ‘Spaceman’ – not only did the ad have a greatsoundtrack and was visually stunning, but it showed thatgirls look great in Levi’s.® I remember waiting up to see thead as there had been such hype around it in the press andthen queuing at Our Price to buy the Babylon Zoo track.(Does that give away my age?) ■ Did you find by taking the ‘fireplace’ positions,centre bottom of double page spreads, that you wereable to create standout?Very much so. In the ending of our latest TV ad,‘Midsummer’, the hero and heroine of the piece meet andthen stare longingly into each other’s eyes on an LA

streetcorner.By taking the ‘fireplace’ positions, we were able totease this ending in a very visible way.

60 second interview with Scott Morrison 60 second interview with Scott Morrison Marketing Marketing

Director of Levi UKDirector of Levi UK On the TV page you printed the Levi’s®Red Tabalongside the time when the ad premiered. What wasthe thinking behind this?We wanted to build a sense of occasion behind the new ad.It’s 60 seconds long with an epic feel and we wanted toreflect that in the build-up to its launch. Therefore, alongwith the other activity we undertook in Metro that day,having the Levi's®Red Tab alongside the premiere timemeant that people had a visual reminder to watch the adwhen it broke.

60 second interview with Scott Morrison 60 second interview with Scott Morrison Marketing Marketing

Director of Levi UKDirector of Levi UK And this all ran just before Valentine’s Day?Yes. The campaign theme focuses very heavily on a lovestory and the way the two characters meet. Therefore, itmade absolute sense to run the activity around Valentine’sDay. The added bonus was that it all coincided with thenews of Charles and Camilla’s wedding and therefore therewere loads of references to love stories in the press. Why was Metro such a good fit for your Levi’s®campaign? Does it have anything to do with the factthat we both communicate with a young, fashionaware, urban consumer?Metro readers are very much our consumers. They lovefashion, are brand aware and very media savvy. I think theyalso like to feel they are getting something special ordifferent from their morning read; they would have been thefirst people into work that morning with inside knowledgeof when the new Levi’s® ad was going to air!

Lauderette, starring Nick Kamen Lauderette, starring Nick Kamen and featuring ‘Heard it through and featuring ‘Heard it through the Grapevine’ by Marvin Gayethe Grapevine’ by Marvin Gaye

In this famous 1985 television advert broadcast in the UK, model Nick In this famous 1985 television advert broadcast in the UK, model Nick Kamen stripped down to his white boxer shorts in a launderette so Kamen stripped down to his white boxer shorts in a launderette so that he could wash his 501s. He did so to the strains of Marvin Gaye's that he could wash his 501s. He did so to the strains of Marvin Gaye's 'I Heard it Through the Grapevine'. The ad reached number 6 in a UK 'I Heard it Through the Grapevine'. The ad reached number 6 in a UK

poll of 'The 100 Greatest TV Ads‘ in 2000poll of 'The 100 Greatest TV Ads‘ in 2000 (Robinson 2000). It kicked (Robinson 2000). It kicked

off a series of classic retro 50s-style ads which increased sales of Levi off a series of classic retro 50s-style ads which increased sales of Levi jeans by 800% by 1986. It reputedly did almost as much for jeans by 800% by 1986. It reputedly did almost as much for promoting boxer shorts. promoting boxer shorts. John Hegarty, a founding partner of BBH, was the creative mind John Hegarty, a founding partner of BBH, was the creative mind behind this ad. The ad led to Nick Kamen becoming a one-hit wonder behind this ad. The ad led to Nick Kamen becoming a one-hit wonder

with 'Each Time You Break My Heart'.with 'Each Time You Break My Heart'.    

Launderette Launderette In this famous 1985 television advert broadcast in In this famous 1985 television advert broadcast in

the UK, model Nick Kamen stripped down to his the UK, model Nick Kamen stripped down to his white boxer shorts in a launderette so that he white boxer shorts in a launderette so that he could wash his 501s. He did so to the strains of could wash his 501s. He did so to the strains of Marvin Gaye's 'I Heard it Through the Grapevine'. Marvin Gaye's 'I Heard it Through the Grapevine'. The ad reached number 6 in a UK poll of 'The 100 The ad reached number 6 in a UK poll of 'The 100 Greatest TV Ads' in 2000 (Robinson 2000). It Greatest TV Ads' in 2000 (Robinson 2000). It kicked off a series of classic retro 50s-style ads kicked off a series of classic retro 50s-style ads which increased sales of Levi jeans by 800% by which increased sales of Levi jeans by 800% by 1986. It reputedly did almost as much for 1986. It reputedly did almost as much for promoting boxer shorts. promoting boxer shorts.

John Hegarty, a founding partner of BBH, was the John Hegarty, a founding partner of BBH, was the creative mind behind this ad. The ad led to Nick creative mind behind this ad. The ad led to Nick Kamen becoming a one-hit wonder with 'Each Kamen becoming a one-hit wonder with 'Each Time You Break My Heart'. Time You Break My Heart'.

LaunderetteLaunderette

Starring Nick KamenStarring Nick Kamen

Stripping off to, ‘I heard it Stripping off to, ‘I heard it through the grapevine’ through the grapevine’

Music by Marvin GayeMusic by Marvin Gaye

Produced by BBH for Levi Produced by BBH for Levi StraussStrauss

Now available stonewashed…Now available stonewashed…

Your coursework titleYour coursework title Compare the Levi 501 campaign of the 1980s ‘Launderette’ Compare the Levi 501 campaign of the 1980s ‘Launderette’

and the current ad, ‘A story of Love’ based on ‘Midsummer and the current ad, ‘A story of Love’ based on ‘Midsummer Night’s Dream’. Night’s Dream’.

You should discuss how the ads are constructed to represent:You should discuss how the ads are constructed to represent: The productThe product MenMen WomenWomen Analyse the ads themselves, in terms of what you Analyse the ads themselves, in terms of what you see, (denotation), and what message they deliver, see, (denotation), and what message they deliver,

(connotation).(connotation). Comment on the generic elements - what is the same – Comment on the generic elements - what is the same –

independent, ‘cool’ heroes, and what is different - spoken independent, ‘cool’ heroes, and what is different - spoken dialogue, and the importance of getting the girl as well as the dialogue, and the importance of getting the girl as well as the jeans.jeans.