Anti Form - Levi’s new advertising campaign

With their last advertising campaign Levi's® have revolutionized their way of communicating with the young, in particular through web related multi-media channels. To bring Levi's® 501® in again they for the first time rely on the power of dialogue between groups of young people.After about 130 years,501® is rehandled and proposed on the market with a new strength that, according to present trends, is achieved through the new ‘anti-form' way of wearing it. "To violate rules, to break conventions, to be original and in the lead with our formats": this is Levi's® winning philosophy worked out by Will Speck and Josh Gordon in three ads whose titles are definitely unconventional: Doorman, Hot Dog and Hispanic.Although top people from the California film industry have been called in to collaborate, the cast has been deliberately selected from common people and has nothing in common with the artificial world of Hollywood film stars.Directors have been looking for unconventional situations to stun the public with a new and brilliant language. The very language we use when wearing a 501® Anti-form.