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2008 Creativity Award Winner: Levi's: Dangerous Liaisons
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A stagecoach takes off. Horses neigh, and we witness the daytime tryst of a young couple. They tumble through rooms, ripping off layers of clothing and, with them, decades of fashion. Denim coveralls fall to the floor to reveal '50s slicked hair and cuffed capris. Over her Aquanet hairdo goes a pink sweater that exposes flowerchild bell sleeves, which mirror his tight jean vest and hippie beard. '80s crimped tresses and graphic prints are shed to bring us back to hipster love in the present day. All the while the music is haunting and you know you'll be humming that refrain for weeks. It's hardly a surprise when the logo appears to reveal yet another brilliant moment from Levi's.
Once again, the iconic clothier has remained classic while keeping a fresh, modern tempo. BBH, London, with the help of director Ringan Ledwidge, steers clear of a stale history lesson to showcase timeless passion and the century-old roots of one of its founding clients. Launched last February, the pan-European spot picked up a Gold Lion and a slew of other awards, not to mention about one million hits on YouTube. Staying true to the tradition of famed, music-driven Levi's work, BBH and Ledwidge inspired iTunes purchases the world over with Little Annie's "Strange Love," despite the fact it was a last-minute pick due to song usage issues.