The latest spot for Levi’s, created by FCB West/The House Worldwide and MJZ, imagines a personal relationship between each pair of denim pants and its owner.
Every pair tells a story, see…and all the jeans ask of you, consumer, is that you keep things interesting.
The pants-as-lifestyle-accessory theme marks a shift from the Wieden+Kennedy “Go Forth” campaign, which turned existential with the help of one Charles Bukowski.
You may recall that Levi’s announced an agency change back in February, and we can expect more in the vein of this spot to come. Yesterday Fast Company called the effort “more inclusive, and more mainstream”, and FCB CCO Eric Springer emphasized the break from the W+K aesthetic, saying:
“The first step was to get the brand voice back and make everyone know it’s their brand once again…It’s not a comeback tour. It’s a forever tour.”
The company’s own CMO emphasized the social components that will (hopefully) involve lots of people documenting the shared journey of themselves and their jeans.
Three words, then: User. Generated. Content.
AGENCY: FCB WEST/THE HOUSE WORLDWIDE
Eric Springer, Chief Creative Officer
Mike Bryce, Executive Creative Director
Julie Scelzo, SVP Group Creative Director
Adam Nowak, SVP Group Creative Director
Shelley Eisner, Senior Producer
Hilary Daly, Account Supervisor
Vicki McRae, SVP COO
Richard Pinder, Co-Founder and CEO
Rebecca Pollock, VP Account Director
Caitlin Russell, Assistant Account Executive
Matthew Willcox, EVP Global Planning Director
Ryan Riley, Sr. Account Planner
TV PRODUCTION :MJZ
Frederik Bond, Director
Roman Vasyanov, Director of Photography
Kate Leahy, MJZ EP
MJZ Line Producer – Line Postmyr
EDITORIAL: ROCK PAPER SCISSORS
Adam Petrofsky, Editor
CL Weaver, RPS EP
Angela Dorian, RPS EP
Shada Shariatzadeh, RPS Producer
MUSIC: WALKER MUSIC
Sara Matarazzo & Abbey Hickman
GRAPHICS: MK12
Ben Radatz, Creative Director
Teddy Dibble, Producer
Jason Nocito, Photographer
Heather Hero, Print Producer
Julie Scelzo, SVP Group Creative Director
OOH
Photographer, Jason Nocito
Print Producer, Heather Hero
Julie Scelzo, SVP Group Creative Director
Jacob Pepper, Art Director