Magazine article Marketing

Adwatch: Levi's Speaks out about Its 501 Range for the First Time

Magazine article Marketing

Adwatch: Levi's Speaks out about Its 501 Range for the First Time

Article excerpt

The jeans brand dispenses with music in favour of chat to echo the originality of its new 501s.

Levi's is breaking with tradition by advertising the latest style of its iconic 501 brand without music.

Since Nick Kamen's unforgettable strip in the 1985 'Launderette' ad, accompanied by Marvin Gaye's I Heard It Through the Grapevine, activity for Levi 501s has been synonymous with music.

But in the first TV ads for the brand since 1998, its creative agency, Bartle Bogle Hegarty, decided to reflect the jeans' originality by using dialogue for the first time.

'Hot Dog' is one of three executions for the range and appears in this week's Adwatch table at number 17, with a recall of 38%.

It features a man walking up to a fast-food stand and asking the girl behind the counter for a hot dog.

She passes him one, but instead of reaching for ketchup or mustard, he grabs a bottle of chocolate sauce.

'People say that chocolate sauce doesn't go good with hot dogs,' he says - to which she replies that's because 'it doesn't fit'. But he counters by asking: 'Why does everything have to fit? …

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