24/7 In The 501

“American Copywriter,” John January, likes the new Levi’s 501 Uncomplicate campaign a lot. What’s not to like?
January says, “It’s an absolute, total, way-out-of-the-park home run. The piece nails the brand’s ‘authenticity.'” He goes on to expain how the web offers a gigantic opportunity for branded storytelling, which is something I’m a big proponent of.
It’s nice to see a brand–and an iconic brand, at that–get it right. Here’s some copy from the microsite:

So, what’s the deal these days?
Haircuts made to look like you just rolled out of bed.
Cars being ‘pimped.’
Low-carb, no-sodium, non-alcoholic beer.
Designer everything, soap to soda.
We need to settle down. Get back to what’s real.
If it takes you or one of your friends
More than five minutes to choose a pair of jeans–
If you’re not sure whether to go with the distressed fade,
or the faded airbrushed,
or the super bleached distressed airburshed faded–
Then put down the half-caf soy latte with cinnamon,
Jump in the sport-utility, off-road,
Multi-person dual-purpose vehicle,
Or fire up the lightweight titanium panorama-screen laptop
And get help now.

Hats off to McCann-Erickson’s TAG youth marketing unit, the creative group behind the work.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.