While jeans may be a wardrobe staple, their inventor’s advertisements are anything but dull. Levi Strauss & Co. knows how to make a great campaign
Music sensations Lana Del Rey, Flo Rida, Stevie Nicks and Neil Diamond have been crooned about them; thousands of artisans have transformed them; and men and women of every age have donned them. For years the blue jean has provided its wearers with ample inspiration (and not to mention, sheer comfort). The label behind this eternally in-fashion style? Levi’s®, of course.
Since 1873 Levi’s® has been evolving with its customer, transitioning from its main use as worker men’s trousers in the early 20th century, to a brand creating coveted designs that are always on-trend. Once again Levi’s® is innovating itself, unveiling its new “Live in Levi’s®” campaign: an ode to the millions of stories collected by the brand’s customer when wearing their favourite pair of Levi’s®.
And so, in honour of the fashion label’s new marketing strategy, we take a look at Levi’s® best ever campaigns throughout its history:
1. “Go Forth”, 2009
Possibly one of the most inspirational approaches, Levi’s® certainly brought out the “Awws” with this collection of sentimental campaign shots. Even though it wasn’t without its token topless model, the jeans brand struck the perfect balance in communicating their history with a splash of sexiness. With taglines such as “This country was not built by men in suits” that helped to refer to Levi’s® blue collar roots, the motivational campaign reinvigorated its customer and ultimately proved to be one of the company’s most memorable campaigns to date.
2. Nick Kamen – Launderette, 1984
“Wow, an unattractive man taking off his clothes to Marvin Gaye’s ‘I Heard It Through The Grapevine’, I do not want to watch that,” said no one ever. British model Nick Kamen was in his heyday when he fronted Levi’s® 1980s ad for their stonewashed jeans. Men looked up to him and women adored him, making these jeans super hot property.
3. “‘You wore Levi’s. We took them and made them ours”, 2010
When you’ve got Lindsey Hoover, Ashley Smith, Anna Lisbon, Anais Mali, and Rachel Clark as the faces of the AW10 collection, even the typically unflattering Boyfriend style jean can look cute. Pair that with some text that looks like it’s written in lipstick and consider your female customers convinced.
4. “Live Unbuttoned”, 2008
A rather sex-centred ad series, yes, but why not? After all, sex sells. Shots from this season were a little grittier, a little more PG-rated with its topless, Levi’s®-wearing couples. And with this particular billboard, you can’t deny Levi’s® didn’t get their point across.
5. “Live in Levi’s®”, 2014
Call us transparent, but you’ve got to admit it: Levi’s® new initiative is pretty fantastic. It’s down to Earth approach is the antithesis of the abundant, overly saccharine clothing ads currently gracing magazine pages. What’s not to love about pithy copy lines such as “511. A classic since right now?” Yeah, we wouldn’t have it any other way.
Words: Steph King