Levi’s unveils its first 501 heroine in the latest TV and cinema
commercial from Bartle Bogle Hegarty, which breaks on Friday.
Ten years after Nick Kamen dropped his trousers in BBH’s first Original
Jeans spot, ‘launderette’, the 16-year-old Russian model, Kristina
Semenovskaia, stars in the futuristic new ad, ‘planet’.
The 60-second commercial, which highlights the recently launched 501
jeans for women, is set in a small town reminiscent of 50s America, but
on a remote planet.
A young woman returns from a long-distance shopping trip, and emerges
from her space craft clad provocatively in jeans and a bra to the
evident amazement of her father, who is dressed in stereotypical sci-fi
gear. The endline reads: ‘Made from 01 Denim, North Carolina, Earth.
Levi’s 501. The original jean.’
Directed by Vaughan and Anthea through Federation, the ad features the
ethereal song, Spaceman, by Babylon Zoo. The copywriter was Roger
Beckett and the art director was Andrew Smart.