Here’s a new ad called “change” for Levi’s 501 Jeans. Give it a look.
Now what were your initial thoughts? Shock at the exploding apartment? Puzzlement as to the deeper meaning?
The first things I thought where: Who still uses phone booths? I can’t think of the last time I saw someone in one.
Being of a marketing mindset, I’m pretty sure that wasn’t the first response Levi’s was looking for. Yes, you might point out that someone yanking the street level up (or himself down) is a little more outlandish than someone in a phone booth and the whole thing wouldn’t work without it, but that’s not my point. My point is that this ad was obviously trying to be contemporary, and the phone booth, at least to me, made it feel weird and dated.
How do you feel about this ad?
4 Responses and Counting...
I think it’s cute as Levi’s goes… as for effectiveness, not so much. The phone booth is for sure dated, a cell phone or a pinkberry would be more contemporary. a good idea just not fully thought out.
I love phone booths. They act as wifi nodes over here. I still see lots of people using them. Mostly tramps though. And people who can’t afford mobile phones. And people who want to make anonymous phone calls.
Hey-ho.
-Corey
I agree that a cell would work a little better. I think it’s a good at, but there’s just something strange to me.
-Peter
Good to hear from you again. It’s true that my view of phone booths is very narrow. I didn’t even think about how things are in Europe. The fact that they’re wifi nodes is wild to me.
Levi’s has something to stick to from its past. They’re quite proud of their 4 core values and their archives – which stores their marketing materials of the past.
If they decided to put in a girl with a mobile phone, it could appeal to the easy-going, trendy, snack culture teen but not necessarily to the slightly older ” young adult ” niche that Levi’s wants to target at.
Also, referring to the Levi’s 501 Midsummer Nights Dream tv advert, we can see that it’s become their ritual to show modern interpretations of old plays / tendency to stick to traditional boy-meets-girl sentiments. That’s why the girl is in a phone booth – it makes her look more like a 20-something,easy-going,princess-in-distress who gets saved by the Levi’s guy.
So yeah, i think this ad is relevant to the Levi’s culture.
Just my two cents !