Levi as America | Riveting Icon Part 5
This is how Levi Strauss Compelled an Audience to Become Raving Fans through their documentary-style advertising and through the use of The Blues.
Transcript
boom
when I was a young boy
at the aid 5 in fact during the designer
era Levi’s 501 jeans enjoy their
greatest popularity one reason the
strength of their advertising in the
late 80s they started using the music of
the blues to sell blue jeans which was a
brilliant stroke because the Blues like
Levi’s stands for America itself
Levi’s again pushed advertising into new
directions
moving into documentary style ads to
subtly enhance their image they were
beautiful Wrigley Field in Chicago was
doing it some of the Levi’s campaigns
from the 80s sort of gave us our first
taste of reality and advertising which
is as manufacture does anything else lie
but it wasn’t pounding you over the head
with sex or it wasn’t pounding over the
head with price or fit it was just
allowing you to see something that you
would recognize and that you would feel
good about in the new millennium Levi’s
message stays the same the best pair of
jeans is one that fits your body and
your life from the gold rush to the head
rush from the cowboy to the bad boy from
world wars to world peace
blue jeans have served as the unofficial
uniform of American history
as we tell the story of clothing of
society of culture denim is at the heart
of all of it and it always will be
Levi’s have grown up with America a
beloved member of the family blue jeans
are a way of saying were Americans
Levi’s is part of the American DNA they
fit in comfortably at all occasions of
life blue jeans are never going away
blue jeans will always be around
