Fashion Files: Levi's Fall 2012 Campaign "This is a pair of Levi's"

Fashion Files: Levi’s Fall 2012 Campaign “This is a pair of Levi’s”

Posted on October 22, 2012 by admin

Introducing Levi’s Fall 2012 Collection.

Source: Levi’s

According to Levi’s, the inspiration for this collection came from the “folk art of the people who live and work with the oceans that connect us” (Levi’s 2012). In this commercial, you see a series of people donning a pair of Levi’s at the start of their day. Created by Wieden & Kennedy in Portland, Oregon, the campaign will run globablly with a focus on markets in Britain, China, France, India and the United States and targets people ages 18 to 34.

And in keeping with previous years’, one of two themes for this year is “Go Forth”. For the Fall 2012 collection, Levi’s added “This is a pair of Levi’s”. This second theme was taken from a phrase that used to appear on the labels of Levi’s jeans, according to the New York Times.

Below, you will see some images taken from the “This is a pair of Levi’s” commercial. There are two models with natural hair: one man and one woman. *Side bar*: I challenge someone to name the hairstyle of the man — is it a spikey fro? a teased half-press? I don’t really know, and I’d personally love to see more commercials with men whose natural hair looks great.

Suffice it to say: I don’t know that many naturals will be applauding the hairstyle of the male, but you can’t help but love the chunky, big hair of the female.

You can watch the commercial here.

Source: Hulu

Here are some screenshots from the website.

Source: Levi’s

Commercial transcript:

“This is a pair of Levi’s. Buttons and rivets, pockets, and cuffs. And the thread that holds it together. When the road gets rough and the sky gets jumpy, and the stars start falling on top of your head and the waves start breaking against your legs. It’s the thread in your seams that’s tied to your dreams. You follow your heart, follow the leader, you’re the leader. Are you joking, are you breaking, are you shaking? You’re the next living leader of the world. You’re a kid. Holding onto the thread. That holds it together. This is a pair of Levi’s” (New York Times, 2012).

What’s your opinion on natural men in commercials? Why does their hair typically appear un-styled?