Levi’s new ad campaign uses the words from Shakespeare's A Midsummer Night's Dream. Instead of taking place in the woods the action is moved to the streets of Los Angeles.
You can view the ad from this link in QuickTime format.
The Telegraph reported that even though the language is "complex and archaic", Levi's doesn't think it will go over the heads of their young target audience.
"I think we underestimate young people today. Our research shows that they understand it immediately," said Kenny Wilson, brand president for Levi's Europe. Ad-rag contains more of the debate about the ad.
What is really interesting is that the ad also seems to be popular with the 60+. Well it is according to research carried out by AQR. Fiona Jack, the AQR chairman said: “They absolutely loved it. It is not a bit threatening to them. I was trying to stir it up and them not to like it but they got it straight away and saw the ad as clever. They did not see it as aimed at them, though they said ‘we might wear Levi’s’”.
Methinks that Levis might have just been a bit too clever with this ad. Time will tell. Dick Stroud www.20plus30.com
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