An AdFreak reader, singing its praises, brought this Levi’s Web spot to our attention. “Punk” says “finally looks like there’s a real and timely strategy.” A dog rips an apartment to shreds while superimposed text talks about how complicated things have become with lines like “Movies became films,” “Mediums became grandes,” “Meat became soy,” before the text explains, “It’s enough to drive a good dog mad.” The black-and-white spot, driven by a punk-pop track by Welsh band My Red Cell, has a raw, homemade feel, especially when it gets to the final shot of the dog ending its tirade by lifting his leg and peeing on a magazine. It’s supposed to be a swipe at marketing with (wink, wink) marketing but all it makes me want to do is swipe the dog … I think he’s adorable. The film’s not interesting enough to make me want to pass it around and "tell a friend" as the site suggests. I know logic isn’t everything, but why would a dog care about any of this stuff, anyway? He’s just having fun while master’s away. I like the tagline, “Uncomplicate,” and the idea that marketing’s just gone too far in trying to make products fancier, sexier or more wanted. Unfortunately, this ad didn’t go far enough. Just relied on a dog with old tricks. (Addendum: when we stopped by the site this morning, we discovered there’s a second spot up on the home page now, at 501uncomplicate.com. It’s a two-minute film called "World Gone Pretty" starring what looks to be a Ken doll and his friends in a think-piece on the horrors of metrosexualism. If you check it out, tell us what you think.)
—Posted by Eleftheria Parpis
