Applause: BBH UK’s Levi’s Print Ads
January 31, 2008
There are a few of these, but here’s our favorite from a series of new print ads from BBH UK for Levi’s. Possibly because we’re female? Don’t look shocked. You all knew it, anyways. Possibly because we were the girl with green streaks in our hair and a Queers t-shirt on? No matter. Love it. Love it.
Go check out the entire collection over at Scamp’s blog. You’ll see that BBH has made a very cohesive, simple and effective campaign.
February 2, 2008 at 2:53 am
i really don’t get this campaign. took a lot of comment reading just to figure out the general idea (these people are staring at someone wearing levi’s, who doesn’t fit in). but even after getting them (i think) i don’t get why they are any good. i’ve seen this kind of execution a thousand times (people reacting to something that is not in the shot). the double meaning of the headline doesn’t really make sense or add any value (if anything it detracts from the ad as it seems to imply the jeans don’t fit well). and the executions seem pretty cliche’ driven. i am surprised more people aren’t bashing this work, quite frankly, as we’ve come to expect better from BBH.
February 3, 2008 at 3:46 pm
It requires a slither of imagination to figure out what’s going on in the ads, which is probably why the campaign is getting positive reactions than negative ones: the people who get it, get it and like getting it (get it?)
The subjects aren’t reacting to someone in Levis – everyone wears Levis. The subjects are reacting to something that doesn’t fit in with their beliefs/prejudices. The Levi’s brand is aligning itself with the independently minded.
It’s simple, well executed and a lot more effective than the Ray-Ban campaign that tried the same approach and failed miserably. It’s a step toward Levis positioning themselves as cool, but it’s a really, really small step.
February 4, 2008 at 5:58 pm
Wow, is it that hard to ‘get’? It seems academically simple to me. Got it in 1/4 of a second.
Though I do agree with ‘t’ above and think the line should probably be ‘fit in.’
February 4, 2008 at 8:46 pm
I love it. The copy is short, simple and ohhh so sweet. As for the images…brilliant! The concept to sell a lifestyle rather than the product itself is something every brand is trying to do, but Levi’s nailed it with very clever (very european) tact.
February 4, 2008 at 10:34 pm
This is cool. But yeah, it took a minute to get it.
February 14, 2008 at 9:54 pm
uh, yeah, been there. Anyone have some old CA’s around?