Ad of the Week: Levi's Curve ID

The ad of the week is a pretty hefty print piece for Levi's Curve ID jeans. The ad, placed immediately after the front cover as a six page gate fold, had not only a domineering placement; but, also a pretty stand out creative concept behind it.

Following the tone and feel of their pro-american "Go Forth" campaign, they did a more focused product benefit ad but didn't lose a bit of their unique voice or prospective in the copywriting. With many copywriters toning down their work or having their work squashed by clients, its rare to see a great bit of writing anymore.

To top it all off they included a qr code that lead to a small video spot online as seen here.

Agency: Wieden + Kennedy











Copy: "All asses were not created equal

Bring us your skinny tomboys, your curvy girls, and all girls in between. We believe that hotness comes in all shapes and sizes. That we should be able to go into stores and find jeans that fit us instead of having to fit into the jeans. And that every tina, tonya, teresa, and talia deserves jeans that make her curves look like a national treasure. It’s the new democracy of jeans! Finally, jeans for us. Go forth."

Ad of the Week: Levi's

Much of success in advertising is dependent on those that are extremely talented mixed with a client willing to take a risk and, in some ways even more so, being in the right place at just the right time.

When the Levi's account was won away from BBH by Wieden Kennedy, I was a little worried because BBH had done some notable good work for Levis especially with one of their last pieces, Strange Love. Yet with Wieden Kennedy's release of this series of two ads including this first anthem, America. It was clear the WK was putting a very unique stamp on the Levi's brand that should prove fruitful for quite some time.

As always from WK, it's excellent art direction, great writing, cohesive branding, good music and a distinctive voice. The reason I feel these ads were released at such a perfect time is that they are keying into the same audience that Pepsi and Coke have attempted to with Refresh Everything and Open Happiness, the young generation that looks at all the issues in front of us as the human race and has a positive viewpoint of what they can do to improve it. Its keying into the new generation of "pioneers" looking to explore and put their unique stamp on things and all of these emotions and aspirations are now being housed within the Levi's brand. The ads themselves went live shortly after Obama had stepped into office. It was a time when many Americans had come off of the high of the political campaigns and now felt refreshed making history with one of the first african american president's in history.

Yet, with anything, the consumer and the dollar is the true judge of wether this campaign is successful or not; but, I wouldn't be surprised if this helped increase sales over the next few years.

Agency: Wieden Kennedy

What I Learned

What I learned the most from working at two agencies (MRM Worldwide & Campbell Mithun) is you can't go after the creative position that will pay you the most or give you the most prestige, you must go after the one that will allow you to create work you are proud of.

Even more importantly is how do you find which agency to work at that will offer you the type of creative freedom you are looking for? I found that it isn't the agency itself; but the people that work for that agency. Just because agency "x" created an awesome campaign for "y" brand last week doesn't mean the CD, AD or CW that worked on it are even still at that agency. In a way you almost have to follow the individuals that inspire you in order to have the chance to construct the career and book of work that you want.

The following are five ad pieces that have truly inspired me.

Levi's O' Pioneers

Agency: Wieden + Kennedy

Reason: A highly aspirational ad targeting the positive younger generation selling them on the concept of the brand Levi's as a steadfast company fighting for change as many americans have. The ad that was art directed beautifully and has some excellent post production.

Target's Brand New Day

Agency: Peterson Milla Hooks

Reason: A truly unique, original approach to show savings at a department store. Beautiful Art Direction & A Great Song

Apple's The Intel Chip

Agency: TBWA

Reason: A tension/excitement building ad that delivers one simple message: Macs are now coming with Intel Chips.

Johnnie Walker's Android

Agency: Bartle Bogle Hegarty

Reason: An aspirational ad that targets current consumers of Johnnie Walker and reinforces what the brand stands for: Men that keep walking. An excellent concept around the brand theme.

Famous Footwear's Make Today Famous

Agency: Campbell Mithun

Reason: The first ad to truly infuse life into a brand that has had little to no personality thus far. Excellent Art Direction & A Great Song