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Levi's had lost many of its loyal customers over the years and the brand was no longer considered hip in the minds of today's youth. The Levi's "Invisible man" commercial, created by Rob while he was at Chiat/Day, was a clever way to help get the brand back on the map. By showing an invisible couple go through a romantic evening and then later undressing from their Levi's clothes, the spot brought immediate sex appeal and talk value to the brand. While the spot caught the ire of a few conservative talk radio hosts, most people loved it for its fun way of pushing the boundaries and its funky Marvin Gaye "Let's get it on" soundtrack. The commercial helped spike sales and it recorded one of the highest commercial awareness scores in the company's history. It was also a favorite with international award show judges: the spot won the Gold Clio award for the best commercial in fashion.
(To play commercial, click on image) |
