Levis: flirting with fantasy
Who do you want to unbutton? The new campaign by BBH Singapore for Levis, presents this sensuous question, and interesting answers from Levis-clad persons. Ã¢Â€Â˜The boy who makes my morning latteÃ¢Â€Â™ says the blonde girl.Ã¢Â€Â™ My old babysitterÃ¢Â€Â™ says one fellow. Ã¢Â€Â˜Pierced tongue, fifth rowÃ¢Â€Â™ says another one.
Some brands need to set in the background of a particular culture, which is real or perceived. Or, it is supposed to be so. (like the Axe effect). So, Levis ads are presented with a culture in which you can have fun with the boy who makes your morning latte or your babysitter. Levis ads present a Ã¢Â€Â˜colourfulÃ¢Â€Â™ culture, where traditional values get the least care. But, this strategy always seems to be effective for this kind of brands.
Because, deep in the jungle of corporate consumer psyche, there are wild whims and fancies. Levis successfully provokes them, and tries to achieve the selling-aim.
Anyway, who do you want to unbutton?
Advertising Agency: BBH Singapore
Executive Creative Director: Steve Elrick
Creative Director / Copywriter: Todd Waldron
Photographer: Mark Seliger
Art Directors: Hoon Pin Kek, Scott McClelland
Copywriter: Douglas Hamilton
Agency Producers: Rebecca So, Michelle Tan
Account Planner: Gwen Raillard
Print Production: Asmanic Yang
Account Team: Frances Great, Eugenie Yeo, Lesley-Anne John
Via: Ads of the world