I had discussed the kind of advertising that Levi’s is doing in Europe, and was planning to compare it with the US advertising. Here is the Original Levi’s Ad screened across the United States and Canada
But as soon as the bus starts off and he is sure that the girl cant be spotted anymore, he gets up from his seat, takes off his trousers…and sits comfortably with his “Original” Levi’s that he had worn inside!
Pretty interesting! A good background score supplements the motive and talks about the “Attitude” of the Levi’s guy, along with the importance that is given to an Original Levi’s!
As is evident from the Ad, if I need to associate words with both the ads, it would be “Mischief”, “Smart”, “Shrewd” and “Self-centric” for the latter, and “Mild”, “Easy going”, “Soothing” and “Relaxed” for the former. On a behavioral perspective, the US Ad works more for “Type-A” personalities, whereas the European Ad works more for “Type-B” personalities.
Also, the US Ad talks more on the lines of “Attitude” of a Levi’s, whereas in the case of the European Ad, it talks about the “aloofness” , the “Charisma” and “Independent power” of a Levi’s guy.
A single product and its advertising in 3 different regions – US, Europe and India….For India, the story is again different. Wait for another post on this.