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Levi's commercials were used in cinema and television to advertise Levi's products, especially jeans.

History

In addition to printed ads, Levi's started TV and cinema commercials in 1966. In the 1970s, these commercials often were in a somehow psychedelic style, similar as the printed Levi's ads of that period.[1]

In 1984, when Levi Strauss & Co. was the official outfitter of the U.S. Olympic team, they started the Blues commercial series for 501 jeans. The spots, set to unforgettable blues tunes, featured a variety of people dancing, playing music, washing a car or hanging out with friends—in short, living in their 501 jeans. The advertisements made the now-famous lot number a household name. The commercials features various celebrities which later became famous actors or musicians.[2]

A change of style to story-based commercials occurred in 1985 with the "Laundrette"[3], starring Nick Kamen.[4] This commercial was based on a retro look of the United States fifties which was very popular in that time in the UK and Europe and helped Levi's to achieve an iconic status again.

Beginning in the 1990s, sampler disks were released with the songs from the commercials.

Commercials up to 1985

(limited selection)

  • 1975: Robots
  • 1979: Roundup
  • 1981: Working Man
  • 1983: Rivets
  • 1984: Russia

Blues commercials

featuring, among others,

  • Jason Alexander (1984)
  • Bruce Willis (1984)
  • Stanley Tucci (1985)
  • Mark Kostabi (1987)
  • Jared Leto (1993)

Commercials since 1985

Year Title Model Music
1985 Laundrette Nick Kamen "I heard it through the grapevine" by Marvin Gaye (1968)
1986 Bathtub James Mardle "Wonderful World" by Tony Jackson
1987 Parting "When a man loves am woman" by Percy Sledge (1966)
1987 My Girl Julian McMahon "My Girl" by The Temptations
1988 Entrance "Stand by me" by Ben E. King (1961)
1988 Cochran "C´mon everybody" by Eddie Cochran (1958)
1988 Refrigerator "Mannish Boy" by Muddy Waters (1955)
1988 Jamie Walters
1989 Pawnbroker "Ain´t nobody home" by B.B. King
1989 Pick-Up Dan Gauthier "Be My Baby" by The Ronettes (1963)
1990 Beach "Can´t get enough of your love" by Bad Company (Original 1974 by Barry White)
1990 Camera Brad Pitt "20th Century Boy" by Marc Boland & T. Rex (1973)
1990 Great Deal "The Joker" by the Steve Miller Band (1973)
1991 Pool Hall "Shoud I Stay or Shoud I Go" by The Clash (1982)
1992 Swimmer "Mad About the Boy" by Dinah Washington (1961)
1993 Campfire "Ring Of Fire" by Johnny Cash
1993 Procession "Heartattack and vine" by Screamin' Jay Hawkins
1994 Oilrig "Fictional Self" by Peter Lawlor
1994 Creek "Inside" by Peter Lawlor (1994)[5]

Although the version which was released went under the name Stiltskin, the Levis music was Peter Lawlor alone.

1995 Planet "Spaceman" by Babylon Zoo
1995 Drugstore Boy "Novelty Waves" by Biosphere (1994)
1995 Drugstore Girl "Novelty Waves" by Biosphere (1994)
1995 Taxi "Tune in, Turn on, Cop out" by Freak Power (1993)
1995 Clayman "Boombastic" by Shaggy
1996 The Chase composed by Alex Lasarenko
1996 Riveted "The Art of Self-Destruction, Part One" by Nine Inch Nails
1997 Mermaids Paul Sculfor "Underwater Love" by Smoke City
1997 Kung Fu "Stepping Stones" (Remix) by Johnny Harris
1997 Washroom "Falling Elevators" by MC 900 Ft. Jesus
1997 Impala Man composed by Alex Lasarenko
1997 Car Chase composed by Alex Lasarenko
1997 Ice Cream Man composed by Alex Lasarenko
1997 Bag Boy Fantasy composed by Alex Lasarenko
1997 Test Drive Date Music by Alex Lasarenko
1997 Car Wash composed by Alex Lasarenko
1998 Pool Boy
Europe only
1999 Flat Eric
2002 Odyssey
2007 Merman Patrick Ribbsaeter
Runaway Car "Crazy Beat" by Blur (2003)

Gallery

References

  1. Levi’s Ads in the Age of Psychedelia, at thisisnotadvertising.wordpress.com, August 5, 2013
  2. The Levi’s® Launchpad: Stars Who Starred for LS&Co. at levistrauss.levis.com, January 9, 2019
  3. Samuel Trotman: Levi’s 501 – The story behind Launderette at www.wgsn.com, November 22, 2012
  4. Samuel Trotman: Levi’s Laundrette Advert (1985), Denim Daily Dose at www.wgsn.com, December 19, 2014
  5. The song was especially written for the commercial, see Inside (Stiltskin song) at Wikipedia

External links