Levi's is the epitome of an American jean brand. Levi Strauss & Co has been creating jeans since 1853, in fact they claim that they "invented the blue jean. And [they're] reinventing what it means to wear them."
Have you ever had that friend at dinner who won't stop texting? Or that one friend who cannot live without a phone for an hour, a day, or even a couple of days and has to constantly remind you how "hard" life is without one? We all get caught up with our phones from time to time - and some people seemed to be so glued to their phones that we can't seem to get them into the real world.
Well, Levi's brings you the answer to what could happen (in an ideal world) if we all stopped looking at our phones for once and actually interacted with people.
Target: Young people, millennials, fashionistas and people who like to buy denim (aka everyone).
Insight: The technological age has created a world where people are so obsessed with their phones, social media, influencers, basically anything but what is surrounding them. Sometimes we are so glued to our phones that we tend to miss the moments and adventures that can happen.
Brand Idea/Positioning: Live in Levis. One of their most used positioning trends is to empower people to gain courage and originality from the crowd. They're brand values are Empathy, Integrity, Originality, and Courage. This ad certainly ties in their values into the message of the commercial. Not only that, but Levi's gives people the strength to be bold - to be adventurous in everything you do.
Objectives: GET OFF YOUR PHONE! I admit it, I would probably be one of those people at the party glued to my phone, offering no sort of human interaction. But this ad aims to get people to appreciate to live in the moment.
Strengths: I think that Levi's positioning is a great brand move for them. Personally, I think that Levi's is losing its brand relevance in the jean category as they have been around for so long. Fashion moves so quickly that finding new trends and new relevance to the market is key. I think this ad does a great job of showing the picture of two young people who find the courage to get off their phones and have some fun. Who knew that looking up from your phone could result in a steamy pool scene at a party?
Weaknesses: While all of us aspire to wear our Levi's, look good, and meet a very attractive significant other, Levi's message may be a little vague for some viewers. Could there maybe be an emotional message that would help to connect viewers more to the story line?
If this didn't make you want to throw out all your jeans to replace with Levi's, I don't know what will...