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A fortnightly from Don't Be Content | Issue #18
In this edition, we delve deeper into Levi's, an iconic brand that has remained a symbol of enduring fashion and quality for generations. We explore some of our favorite commercials that elevated Levi's from being simply a clothing brand to an influential cultural force that continues to shape the world of fashion.
The 1989 film used the Ronettes’ classic 1963 “Be My Baby” as background where a good samaritan sheds his 501® to make a jerry-rigged towing line attaching his Pickup to the distressed car.
People talked about a doomsday scenario that jeans would go completely out of fashion and then comes the Launderette ad in the UK on Boxing Day, 1985. The film propelled sales of 501® up 800% and made boxers highly desirable.
Made in 1993, set in mythical times of 30’s America in a retro-like, black-and-white gritty style and features a visit to the local Drugstore to purchase condoms. This is a classic Michel Gondry film with a twist.
In 1991, a sandy-haired young Brad Pitt is about to be released from prison. A smug security guard issues a Camera, but no clothes. Fortunately for Pitt, a spare pair of belted 501® jeans arrive in style. Director Ridley Scott spotted Pitt in the commercial and offered him a part in Thelma & Louise.
Set to the song “Makeba” by Jain, the Circles has been widely lauded for the way it celebrates both self-expression and community. Its call for unity is a sentiment that is universal and timeless. Back in 2017, it was the top Shazamed ad for several weeks in the U.K.