Cutwater Makes Magnetic Sunglasses and Jeans

Everyone’s writing about Cutwater’s viral video campaigns for Ray-Ban and Levi’s. I guess I better get in on it too.
But first, a message from the sponsors…

Added to YouTube on May 6, 2007. 3,490,589 views since.

Added to YouTube on May 5, 2008. 3,291,680 views since.
The vids are the work of “Benzo” Theodore, and both were seeded on the Internet by The Feed Company.
Adweek notes that the number of views made execs at Levi’s Plaza sit up and take notice.

“Jumpin’ In” unexpectedly garnered 3.5 million hits in 10 days, Good Morning America play and Wall Street Journal attention. The video was released May 5 to stir curiosity leading into Levi’s first global brand campaign for its flagship 501 jeans, “Live unbuttoned,” which will break in 110 countries from now until fall.
“[‘Jumpin’ In’] was supposed to be a small seeding activity,” said Robert Cameron, vp of marketing, Levi Strauss, San Francisco. “We didn’t know it was going to blow up. So we’re meeting with BBH on how to chase this. What do we do to adjust the strategy and ride the wave?”

No doubt, BBH is thrilled with this development.
In an earlier Adweek article by the same writer (Gregory Solman), Josh Warner, president of The Feed Company, said, “For a brand to not investigate and experiment with an aggressive online policy in today’s Web-centric marketplace is like making a TV commercial and not running it.”
Which begs the questions, are these videos extraordinarily entertaining? Or is The Feed Company that good?



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.