We suspect Levi’s puts its design cash toward the countless licensing fees they pay for rights to the awesome songs used in ads that keep us trying, year after year, to find a cool pair of Levi’s jeans, even if history tells us this will never happen. Lame denim fits aside, the ads are sensory pop art.
We love – love – the Dangerous Liaisons ad for their 2007 line. At first we thought it was the usual booty-call striptease bit, because we’ve seen that gimmick a thousand times, but as the spot wore on we realized something more interesting happening.
In the Bartle Bogle Hegarty masterpiece, a couple undresses to reveal layers of decades suggested in clothing, demeanour, style and even background noise. It moves fluidly from the rough-and-tumble 19th century workjean years to 2007’s waifish verge-of-tears emo period. All to the haunting and playful tune of “Strange Love” by Little Annie Bandez.
Time for another futile trip to the flagship store.
