What Are They Selling?
Have you seen this Levi’s commercial? I love beat poetry, so I do like just listening to it, but C has actually watched it and came away asking me- What are they trying to sell?
There are some images of people in jeans, but quite a few women in dresses, men in casual suits, etc. The poem makes perfect sense for the brand, but the images aren’t of Levis. How does that make sense?
My response was that Levis no longer needs to connect their product to their name. Everyone knows that Levis are jeans. What the company is trying to sell now is their overall brand, an image, an idea.
That makes sense, right?
Well, imagine my surprise when, looking for the video for this post, I found this NY Times article that says that Levis is now making dresses and nondenim items.
So the ad is trying to connect the Levis brand name to their new products, but I have to wonder, how many people are actually getting that message. I certainly wasn’t.
Hi Erin,
I love the Levi's commercial because to me, it's not selling jeans, dresses, or blouses, it's selling people on their dreams. Everyone wants to be part of a winning team that is making a difference (don't remember who to attribute that quote to). Levi's is trying to make people feel motivated to achieve their dreams and make a difference in the world. I think they're letting the viewer know that people wearing Levi's do big things, and wearing Levi's themselves will help them get there.
I hadn't seen the commercial…thanks for sharing it. It was awesome! 🙂
I agree- they are selling their brand, a dream attached to the name Levis. But one of the purposes of advertising is to let your customers know what kinds of goods you offer. Because levis is such an established brand of jeans, I don't think it would hurt them to make it more clear that they now make clothes other than jeans.
LOL That is news to me too! I haven't realized it. I saw the commercial and loved it for all the same reasons you did. But because I am so stuck on Levis selling jeans, I did not even question anything. Maybe they need to employ some Mad Men people to make it more clear for folks like me.
I agree. I mean, I know that on some level Levis can get by on their brand alone, but it would really be nice for those of us not in the know, for them to let us know they make more than jeans.