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The Jump-into-jeans by Levi’s

 

Posted on May 19, 2008
Astrid L’Her

 

Have you seen that funny viral video featuring guys jumping into pairs of jeans?

Probably, yes, as this video has hit nearly 2.5 million views on YouTube in only one week. What are the reasons for the video’s success? It is amusing, entertaining and there is only a slight Levi’s branded feel behind it. “We didn’t want to overtly brand it as Levi’s” said Erica Archambault, head of public relations at Levi Strauss. "We wanted people to discover it on their own."

This viral video was created to promote Levi’s line of zipperless, button-fly jeans. The campaign was realised by the San Francisco-based agency ’Cutwater. In the blogosphere, controversy has rapidly arisen due to its resemblance to the Ray-Ban campaign created by "Cutwater" in conjunction with the "Feed" agency.

See the similarities? Obviously the same story and target audience of “brand lovers”. Nevertheless the jumping into jeans video seems to be without enhancement and/or visual effects and it underlines a "reality" effect which is not present in the Ray-Ban viral.


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Comments

1. Saturday 31 May 2008 attime 16:07, by AdLover :: http://www.feedcompany.com

Yeah, the similarities are obvious. Same agency, same director, and the same video seeding firm Feed Company. It’s even on their website.

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