In an effort to reinvigorate the Levi’s brand, Levi Strauss & Co. (Canada) has launched its first television commercial in more than 18 months. The national 30-second spot, supported by an outdoor billboard campaign, was directed by Bruce McDonald, the man behind Canadian indie hits such as Highway 61, Hardcore Logo and episodes of the TV series Twitch City.
The ads, which launch Levi’s spring line, are aimed at consumers 15-24 who are fans of shows such as Buffy the Vampire Slayer and The X-Files, says Vincent Lam, consumer marketing manager at Richmond Hill, Ont.-based Levi Strauss.
‘We wanted to do something very, very different,’ he says. ‘And different from other fashion advertising that mainly shows pretty people in pretty clothing,’ he says.
The spot features a handsome young man in a post-apocalyptic world who is imprisoned in a cage with two sultry women. Guarding them are mutant cats decked out in Levi’s casual wear. As the commercial ends, the man screams at the cats, Charlton Heston-style, ‘You stole our style, you mutant felines!’
While Levi’s is still the leader in the denim and casual pants category, it has come under increasing pressure from the competition, says Genevieve Dennis, account director at Harrod &Mirlin/FCB, Levi’s agency of record and creator of the spot.
‘Testing has shown that some young people have begun to think of Levi’s as their jeans of their parents,’ she says. ‘We wanted to do something bold that would reconnect with those young consumers.’
The spot will run nationally in heavy weights from March 6 to the middle of April, including a special 60-second version that will run during the pre-Academy Awards show. Forecasts show that 85% of Canadian consumers 15-49 will see the commercial about 12 times during its run.
It was important for Levi’s to come out strong with the campaign and reclaim its position as the number one jean and casual pants brand, says Dennis.
Credits:
Client: Levi Strauss and Co. (Canada)
Agency: Harrod & Mirlin/FCB
Account Director: Genevieve Dennis
Creative Director: Brian Harrod
Copywriter: Joseph Nanni
Art Director: Larry Ioannou
Director: Bruce McDonald
Media: Television, out-of-home
Start date: March 6
End Date: Mid-April
