How Levi's Made Advertising Jeans An Art.

For over 30 years now Levi's has come up with the most fresh, creative and exciting campaigns in the space. Here we look at some of their amazing Ads.

Brand Background

Levi's is a brand that dominates the Jeans category for both men and women globally. The company has launched many designs, product and styles, but by far the most popular product for them has to be their 501 model.

Levi's denim jeans were originally poor work mans cloths. Built and designed to be tough to handle the hard, gritty and laborious work blue collar Americans were doing. In the 1930 Levi's advertising featured a lot of cowboys working on ranches, which made the brand synonymous with western riding wear.

In the 1950s the brand pivoted its communication from 'work' to 'play'. Costume designer's in Hollywood started outfitting rebel and defiant characters in their movies in Levi's jeans.

The 70's Levi's flower power hippie movement and the people resonated with this approach. The late 1970's moving into the 80's is when Levi's launched their first TV commercials. These early ads set the tone of all future communication the brand would do. Levi's approached communicating the value of its product through a purely story based format.

in 1985 Levi's launched a revolutionary campaign for their 501 jeans. This took the brands image from 'Playful' to 'sexy'. They used up and coming male models like Brad Pitt and Nick Kamen in their ads to bump up the sexiness' and make a statement.

The beauty of these ads is that they don't involve any dialogue at all yet say all that needs to be said effortlessly. The iconic Ads below are perfect example.

How does Levi's talk to us today?

Since the 2000's rolled around Levi's has doubled down on the 'sexiness' but also added elements of 'youth' and 'freedom' to their communication. A perfect example of this is the their 2008 campaign "Live Unbuttoned".

In 2009 Levi's decided pivot way from the the 'sexy' theme and embraced the 'Freedom' and 'youth' theme with their campaign "Go Forth''. A powerful campaign that encouraged youth to live every second their life to the fullest and let nothing get them down on get in their way. Poem by Charles Bukowski.

In 2014 Levi's reunited with an old Agency they and worked with, Foote, Cone and Belding. They launched the powerful "live in Levi's" campaign that revitalized the all American brand. An excellent piece of advertising live in Levi's really sells the lifestyle!

In 2015 the Brand went back to their story telling roots with the 'Beautiful Morning' ad. A powerful ad again that says every the brand wants to say without saying a word. The also launched the 501CT a modern version of the old classic.

2017 brought sexy back the 'Sea of Blue' Advert. There comes a point where a brand can over do it with the sexiness and turn the customer away. Its all about finding the right balance when using this theme in your art, and who does it better than Levi's. Don't believe me check the ad down below.

2018 Levi's launched a funky campaign "Circles" aimed celebrating "individuality" and "connectedness" through music, dance and Levi's. When we come together, we dance in circles. We move as one, and celebrate the individual who takes the center. Unity and individuality come alive.

Sticking with the same themes in of 'individuality' and 'connectedness' through music, movement and Levi's. In 2019 they launched the campaign "Never Stop Searching". The ad display that when we come together we can find our selves.

In 2020 Levi's embraced the advertising for change campaign and launched their "I shape my world" campaign. A global initiative dedicated to recognizing the accomplishments of women everywhere—no qualifiers, no exceptions. It featured four women who have achieved great things and lifted up others while doing it. Skill is skill. Talent is talent. Her title is her title.

In 2021 the brand embraced another powerful cause, over consumption, waste and pollution with the "Buy Better. Wear Longer." campaign. The film showcases what we can do together to combat over-consumption in the way me make things, the way we buy them, and how we wear them. The film features 6 changemakers who have made it their life’s work to make our world a better place to live.

Final thoughts

Levi's is a fantastic brand that has leveraged the power of Advertising to make its self a power house in the Jeans category globally. By understanding global trends and capitalizing on then with exceptional campaigns, Levi's has stayed relevant throughout the years and built enormous brand equity in its name.

The Brand never been afraid to test the boundaries with its advertising, being brave and championing causes it believes in. The brand has stood for individuality, unity and confidence and thanks to its advertising the customer has seen them, accepted them and resonated with their values. This is clearly visible through the success they've had and continue to have.