I think I speak for women the world over when I say that the day Slim Jeans became cool is the day that fashion and good taste died.
No, that’s not true. I know many a woman who finds these things attractive, and even more men. I just don’t. Firstly, I’m doing the world a favour by not wearing them and secondly, I’m just really not thrilled by the fact that he has much thinner legs than I do. Also, because there are a whole bunch of ‘know-no-better’ teenage girls who are larger than a size 6 walking around with muffin-tops and camel-feet and thinking that that is ‘cool’.
After that big rant, Levi’s make good jeans, so good that their ads don’t even need a picture of the jeans themselves in them, all it needs is the red tab. That ever so distinct label. Really, a company has great advertising if they don’t need to advertise the product. All they have to do is display their trademark and people will find their way to the store to check it out. And, so I think that’s just what’s happened here. There’s not even an attempt to detail the jeans or even display them. There’s just that red label.
Although, the second picture kind of freaks me out. Their legs just look really weird.
Agency: JWT, India, Mumbai
Creative Director: Senthil Kumar, Agnello Dias, Bruce Matchett
Copywriter: Karan Amin, Prahlad Nanjappa
Art Director: Hital Pandya, Vivek Kakkad
Illustrator: Nilesh Naik