‘Live in Levi’s’ campaign anchored in everyday life

There’s a good chance the new Live in Levi’s ad will remind you of something from your own life. In fact, it was made to do just that. Departing from the unattainable glamor we’re used to seeing in fashion ads, the campaign depicts ordinary people experiencing everyday situations that are anything but boring. 

“‘Live in Levi’s’ is more than a campaign, it’s an optimistic new direction that reinvigorates the Levi’s brand’s soul,” said Levi’s marketing director Jennifer Sey. “The energy, storytelling and iconic jeanswear at the center of the effort will reinforce what longtime Levi’s loyalists love about the brand and serve to attract new fans around the world.”

To get the word out, Levi’s has already been airing its new video in cinemas worldwide and follows up with a print and social media campaign starting in August. The brand has also launched outdoor campaigns in major cities around the globe. The new TV and cinema spot is already available on YouTube.

Naturally, the new campaign aims to promote the Levi’s Fall-Winter 2014-15 collection, namely by highlighting the 511 Slim jean for men and the Revel jean for women. Also featured are the latest versions of the brand’s signature classics such as the essential 501 jean, the trucker jacket and the western shirt.