FCB West launched a new spot in its “Live in Levi’s” campaign, promoting the new 501 CT with a 60-second spot entitled “Beautiful Morning.”
The spot opens on a young man rolling out of bed, somehow with perfectly groomed hair, and throwing on a pair of Levi’s 501 CTs. He heads out the door as “You Rascal You” by Hanni El Khatib plays and walks down city streets met by the stares of female admirers. He walks into a coffee shop, and is eyed up by a waitress before the action shifts back to his girlfriend, herself just waking up. She throws on her own pair of Levi’s, noticing he’s missing, and just as she’s prepared to walk out the door he returns with a surprise.
The spot is meant to represent a more modern take on Levi’s classic brand image, with its central actor a modern version of the Levi’s guy, “as sexy and self-assured as ever but with a modern, softer side” (according to a press release). It’s a tad on the cheesy side, but also indicative that the agency (which recently picked up some new millenial talent) is trying out some new things for the brand in an effort to keep its image youthful. Perhaps FCB West can find a more interesting direction going forward.
Credits:
CMO: Jen Sey
Head of Global Marketing: Chris Jackman
Senior Manager, Global Consumer Marketing: Lauren Uchrin
Manager, Global Consumer Marketing: Kerstin Ulf
Agency: FCB West
Chief Creative Offer: Karin Onsager-Birch
SVP, Group Creative Directors: Colin McRae, Karl Dunn and Adam Nowak
Senior Copywriters: Chris Waigand & Steve O’Brien
Art Directors: Amy Matheu & Jacob Pepper
Senior Producer: Rob Lee
SVP, Group Account Director: Vicki McRae
VP, Account Director: Rebecca Pollock
Account Supervisor: Lauren Geismar
Assistant Account Executive: Abby McBeth
TV Production: RATTLING STICK / The LIFT
Director: Sara Dunlop
EP: Joe Biggins
Line Producer: Stuart Bentham
Editorial House: Optimus
Producer: Therese Hunsberger
Editor: Nate Cali