Jonathan Glazer has directed a stirring 60-second commercial for
Levi's that emphasises the freedom of movement that is possible while
wearing Levi's Engineered Jeans.
The campaign, created by Levi's long-term agency partner, Bartle Bogle
Hegarty, will target 15- to 19-year-olds across Europe.
The film, called "Odyssey", opens on a young man, clad in Engineered
Jeans, backing up as he prepares to run through a wall. He runs and runs
through repeated walls until, looking sideways, he realises there is a
young woman running parallel to him.
As the classical backing music, Handel's Sarabande, crescendos the pair
look at each other before charging through a final wall into a giant
forest. They run up two tree trunks, breaking through branches, until
they reach the tree tops and jump into the night sky. The film closes
with the line: "Freedom to move."
"Odyssey" was written by Antony Goldstein and art directed by Gavin
Lester. The pair, who appear in this week's "Faces to Watch" feature,
were hired by BBH from Euro RSCG Wnek Gosper a year ago. The production
company is Academy.
The spot will air on TV and in cinemas from 21 February. There is a
supporting print campaign, which also stars the actors from "Odyssey"
pictured jumping against a plain background. Pan-European media planning
and buying is by Starcom Motive.
The use of classical music is a departure for Levi's. Glazer said: "I
didn't want to depict the pictures too literally with sound. I wanted
objectivity so I made it delicate. What you hear doesn't reflect the
images, it does the opposite, it works against the picture and that is