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Levis - Jeans


Fernseh-Spot 199x
Artikel aus einer amerikanischen Werbefachzeitschrift:

Levi's put TV on your set

Is it a TV or a Real Girl in Levi's latest 501s ad? This was the question that haunted the nation's men last week as they watched this most attractive recreation of essential 1972. Through a curtain of steam on New York streets we are back in the world of blaxploitation. Shaft and Superfly, Isaac Hayes, Curtis Mayfield and Sly Stallone. Pimparama - 100 per cent polyester, 100 per cent gorgeous.

We're in midtown theatreland. A ferakish old couple hails a cab, but the sweaty driver drives on to pick up a lovely black girl - an obvious hooker - with a great figure in silhouette. She's wonderful as she slides into the cab in red polyester-satin shirt knotted above bare midriff, and jeans, cut just right.

A sweaty tension follows, with the driver eyeing her furiously in his mirror as she checks herself in hers, powdering around big red lips in a scene whose original no doubt commanded several pages on "objectification" in Cahiers du Cinema. It's interrupted by a mechanical buzz. Our girl's inspection has shown a complexion flaw and she's attacking it with her electric razor.

We know she's real TV now, because this commercial is part of a tradition of Levi's ads designed for parallel PR exposure, and the Sun and Today have run it. But what exactly is it saying about Levi's? ("Cut for men since 1850," says the on-screen legend in 1972 album-cover script, revealed in a rainbow wipe.) It could be saying that Levi's 501s are cut better than you think. It could just have a message for women too. But above all it tells you "Levi's are hip": hip to the Seventies revival, the Sly revival (the soundtrack's a very convincing echo of "A Family Affair") RuPaul, the lot. But smart girls will extract the message that they'll get a free cab ride if they whip out the braun just at the end of the journey.