November 05, 2009
A Great Ad
If you haven't seen it on TV yet, it's probably because your TV wasn't on. The lo-fi audio harshly contrasts nearly every other commercial on air and it's visually amazing, without being over-produced or under-developed. When it comes on, I pay attention.
If the goal of an ad is to make you want to buy something, I would say that this ad makes Levi's look like a really great brand. It feels genuine, it looks "real." But most importantly, it doesn't say "this product will make you better." The ad speaks to the times we live in, and the heritage of an original American brand and leaves it up to the viewer to decide how they feel about what they've just seen, rather than tell them how great it is.
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2 Comments, Add Yours:
You're giving the ad way too much credit.
On the surface, sure, it seems like it is an anti-consumeristic, "do whatever you'd like" statement about an emerging American subculture but it's contrived. There is nothing genuine about it or the label. Establishing an anti-establishment marketing campaign is just a cheap ploy to get our so called "informed" generation to further buy into the very system that we seem to hate so deeply. Sure it doesn't say "this product will make you better" but it does imply this product will make you realer and to be real you've gotta have these jeans! This striped rebelious shirt, this look.
Lets not forget it is a comercial. And this commercial is no more "American" than any commercial for Sketchers or Brittany Spear's latest album.
I concede that yes, it is just another commercial trying to sell something. But I think it's much more tasteful than an ad for Brittany Spears albums.
Ads aren't evil, we just have a tendency to let them think for us. Advertising pays a lot of hard working people the money they deserve. Just because Levi's is a company that makes insane profits every year selling outrageously priced goods doesn't make them evil.
Considering most people couldn't sew a pair of commerical-quality jeans to save their life, I would say that Levi's does us a great service by making the products that they do.
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