sherms tvc presentation levis
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• Founded in 1853• San Francisco, California Gold Rush• Dry goods business• Created the world’s first blue jeans
Levi Strauss & Co.
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Levi Strauss & Co.
time
sales
2002Mid-90s
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BBH• Bartle, Bogle & Hegarty • Founded in 1982• Clients include: Audi, Vodafone,
Johnnie Walker, Axe/Lynx• Cannes Agency of the Year
• Levi’s agency for 25 years• A reputation for producing
“distinctive, vibrant, playful and rebellious” work with Levi’s
• Over these 2 decades, has increased sales of Levi’s jeans by 800%
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television commercials
• Mass-market• Targeted• Visual & Auditory
• Saturated/clutter• Habitual Switch-off• You can’t control who else
advertises with you in the same time slot or before or after you
• TiVo and Sky+
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television commercials
So, why does Levi’s still do it?
• Long-standing advertising history• Well-integrated with print• Grown to include other media,
particularly online advertising.
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the brief
Nigel Bogle CEO & Founding Member of BBH
“This campaign is about the new seasonal looks….. showcasing in a way that acknowledges
it’s coming from the original, that
this is what we are as Levi’s. We’re not trying to be anybody else. …..this business strategy as well as a communications strategy.
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the brief
Caroline Pay Creative Director
“Receiving a brief for a campaign is always
exciting. And when you get a Levi’s brief, you times that by ten…..Reinstate Levi’s as the original jeans”
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the brief
Steve Wakelam & Dean WeiArt Directors
“Show the history, but keeping it sexy, playful, fun and engaging……What
big thought could Levi’s have that could run
for the next 5 ,10 years…..Levi’s as the change-maker.”
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dangerous liaisons
• Shot in Prague• Launch with the Spring Collection ‘07
• Idea The brand has evolved over the decades, with new innovations that defined the look of the period, but has always found inspiration in its heritage.
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Title: “Dangerous Liaisons (60 secs)”
Agency: BBH, LondonCreative Director: Caroline PayAgency Producer: Davud KarbassiounArt Director: Steve Wakelam (art direction), Dean Wei (typography)Production Company: Rattling StickDirector: Ringan LedwidgeProducer: Sally HumphriesDP: Alwin KuchlerPost Production: The Mill, LondonAudio Post: Aaron Reynolds @ WaveOffline Editor: Richard Orrick @ WorkMusic: "Strange Love", by Little Annie www.rattlingstick.com
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dangerous liaisons
Launch• 12th February 2007• First in Spain,
subsequently across Europe
Tagline• “from” the original• This idea is encapsulated in the new
brand endline:"New From the Original”
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dangerous liaisons
Integrated MediaLateral (Interactive agency)
• Spring ’07 collection• Moonbathing
Effectiveness Net income increased 24 % to $61million
Awards• 2 Cannes Lions 2007 (Gold & Bronze)• CLIO Awards, 2007 (Bronze) • Nominee for The Conch for
2007 Commercial of the Year
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my take on it
Criteria Out of 10
Freshness/Originality 6
Execution 9.5
Impact 10
Credibility 6
Relevance 9
Appeal 8.5
Consistency 9
Rewatchability 9
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possible improvements
• Lack of follow-up information • Failed to fully ride on the success ?
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thank you
Once I had a strange love,a mad sort of insane love,a love so fast and fierce,I thought that I would die.
-’Strange Love’ by Little Annie (music for Dangerous Liaisons)