Posted by: David Kiley on May 4, 2005
Internet films aren’t new as branded content. But new Levi’s ads, 90-second commercials really—themed, “Uncomplicate,” shows that broadband could well be the savior of advertising as a truly creative medium.
One ad, titled “World Gone Pretty,” features a GI Joe type animated character returning from war to find an overly wussified culture full of Low-carb beer, tofu and metrosexualed men getting manicures and facials. To get back to realness, he turns to a pair of 501 jeans to make him feel whole again. It’s edgy and fun. And anything that ridicules low-carb beer is okay with me. The second spot, “Dog Anxiety,” shows a little dog tearing up an apartment apparently in response to what has become an overly affected world where “Sneaks became athletic shoes,” and “meat became soy.” It’s not as amusing as “World Gone Pretty,” but still good, and I like the overall theme, which is ripe for further executions. The last scene in “Dog,” shows the little critter lifting his leg on a men’s magazine that appears to have yet another cover line about how to achieve six-pack abs. To these mags I say…”Get over it, will you. There’s more to life than working for six-pack abs.” Good show Levi’s.
McCann-Erickson’s TAG young adult marketing unit, and Chelsea Films created the films.
Neither of these spots would ever be allowed to run on broadcast TV because they’d be too expensive. I have seen stories recently in the press about the end of the 30-second ad? These ads show that the age of broadband is opening up creative people to be truly creative, not hamstrung by the 30-second formats, FCC standards and practices or a bunch of people in the room all trying to get their voice heard about what the ad should look like before it goes on the air.