You might have laughed. You might have been offended. But do you feel like buying a new pair of jeans? And which brand?
This video was produced by Levi's, designed to promote Levi's Curve ID range for curvy women. But you don't know that, unless you read marketing blogs or mainstream media, or cared enough to follow up on Google.
According to SMH, Levi's doesn't even know if it will work:
"The aim of this campaign is for people to connect with the brand and walk away feeling good about their body,'' said Levi Strauss senior director of public relations Alexa Rudin. ''We need to look at how we convert that into sales. We have to be strategic and long term about it.''
That is certainly sound. But The Guardian's Arwa Mahdawi, while not offended by the ad, thought it was a little too "stealth":
"Personally I think it's a great idea and an entertaining video. It's just a pity that Levi's didn't have the guts to put its name to it to begin with. Even now the jeans company is quick to point out that the clip, created by the New Zealand agency Colenso BBDO, was an "experiment without any creative direction from us". To me, that translates as, er, we're not sure how people are going to react, so we're keeping a safe distance. But if a safe distance means that everyone misses the fact it was a Levi's ad, then the exercise was pretty much futile."
What do you think? If the content was branded, would it have been more effective as marketing? Or would cynical viewers have been less likely to watch if they felt they were being "sold to"?
Or, do you just want me to shut up and embed the "making of" video?
Have a happy and safe weekend.
|In other words, "watch your ass..."|