Comments on: Applause: BBH UK’s Levi’s Print Ads

By: pdub

pdub — Thu, 14 Feb 2008 21:54:34 +0000

uh, yeah, been there. Anyone have some old CA’s around?

By: Uhhuh

Uhhuh — Mon, 04 Feb 2008 22:34:59 +0000

This is cool. But yeah, it took a minute to get it.

By: Rachel Hogan

Rachel Hogan — Mon, 04 Feb 2008 20:46:47 +0000

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.

By: Mike

Mike — Mon, 04 Feb 2008 17:58:17 +0000

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.’

By: Sputnik

Sputnik — Sun, 03 Feb 2008 15:46:12 +0000

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.

By: t

Sat, 02 Feb 2008 02:53:24 +0000

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.