×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

APPAREL TWO LEVI'S COMMERCIALS, ONE FROM THE U.K., FIT COMFORTABLY BETWEEN CRAZED DENNIS HOPPER FOR NIKE AND MUDDY WATERS FOR TIMBERLAND

Published on .

Levi Strauss & Co.-Levi's Jeans for Women: "Getting It Off Her Chest" (Foote, Cone & Belding; Will Vinton Studios; :30). Best-in-category spot mixes minimalist animation, ambient sound and quick-cut b&w photographic images. White stick-figure woman wearing blue jeans and reversed out against a black background clears her throat at a mike and then screeches while photos flash on the screen along with single words: "men," "food," "work," "cellulite," "authority," "love," "lust," "career," etc. Spot ends with her at mike again.

One in a campaign for Levi's Jeans for Women that Ad Age Reviewer Bob Garfield said "may be the most potent advertising of the year."

Nike-Air Veer shoes: "Smith/Bad Things" (Wieden & Kennedy; Propaganda; :30). One in a quirky series for Air Veer shoes starring Dennis Hopper as a deranged fan dressed in a football referee's stripes who pops up-uninvited-at NFL games to extol great players. Here, he's in the deserted Buffalo Bills' locker room sniffing the shoe-of course it's an Air Veer-of huge lineman Bruce Smith.

"Do you know what Bruce does in these shoes?" Hopper asks, hyperventilating. "Bad things, man ... bad things. Do you know what Bruce would do if he caught me messing with this shoe? Bad things, man ... bad things."

Timberland Co.: "Easy Care" ( Mullen Advertising; HSI Productions; :30). With gritty Muddy Waters blues music as the backdrop, b&w execution uses footage of bad weather to stress the waterproof nature of Timberland's shoes, boots and clothing. The words WASH IN COLD WATER appear on the screen, followed by a man slogging across a river in a driving rain. And to SPIN DRY, we see high winds ripping across the landscape.

Levi Strauss Europe: "Tackle" ( Bartle Bogle Hegarty; Fat Fish Films; :60). Quintessential American story-from the U.K.! Opening frame sets the scene as "Northern California, 1921," and evocative, soft-focus photography, sometimes in slo-mo, depicts a sandlot football game, with white-clad, picknicking young women among the spectators.

One woman makes meaningful eye contact with a suspender-wearing player who later has his pants pulled down when he's tackled.

Endframe: "In 1922, Levi's did the decent thing and added belt loops."

Most Popular
In this article: