BBH Bartle Bogle Hegarty, London have created a twist on Shakespeare's "A Midsummer Night's Dream" for their lasted work for Levi's. Directed by Noam Murro, the ad is the work of Copywriter Nick Gill and Art Director Mark Shillum and began airing on February 14th.
The modernized version of Shakespeare's fairy story takes place not in the woods but on the streets of Los Angeles. Bottom is played by model turned actor Joshua Alba and Titania is played by Amanda Sudano, Donna Summer's daughter.
The Telegraph reported that even though the language is "complex and archaic", Levi's doesn't think it will go over the heads of their young target audience.
"I think we underestimate young people today. Our research shows that they understand it immediately," said Kenny Wilson, brand president for Levi's Europe.
He said that Levi's chose A Midsummer Night's Dream as the basis for its new advertisement to be different and stand out. "It demonstrates independence and freedom of thought. Young people appreciate the fact that it's not the same as anything else on television."
Levi's is hoping the £21 million campaign will help reverse a seven-year decline which has seen its sales plummet by 42 per cent.
And the Media Guardian reported that "Kenny Wilson, the brand president for Levi's Europe, denied 501 had lost its way despite increased competition from fashion brands such as Diesel."
"Levi's is about being the original jeans brand. It is that simple. Original is about being the first of its kind and about doing new things in fashion and brand communication.
He said Levi Strauss had to take risks and innovate in its advertising because of its legacy of memorable advertising campaigns.
The Media Guardian also noted that the ad will be dubbed into Italian, French, Spanish and German and subtitled in Scandinavian countries. In continental Europe, the opening title will be changed to identify the play and scene, which was though to be too obvious for audiences in Britain.
What's interesting about this particular part of the play that they chose to use, is that in the originial version, this is where Puck gives Bottom the head of an ass, and Oberon puts Titania under a spell so that she will fall in love with the first "vile" person she sees. And at the end when the spell is lifted she returns to loving Oberon.
This seems a strange point to be making about Levi's. Although, perhaps the target audience for this will not analyize the plot in that manner. The ad does stay true to Shakespeare's words. But for those who know Shakespeare, it does seem an odd route to take, especially when there are other probably better plays and scenes to pick from which would not have the connotation of someone wearing their brand being an ass and a woman falling in love with him only because she is under a spell or drugged. I do have to wonder if the copywriter for this spot actually understands Shakespeare or even read/watched the play, considering the way they misrepresent the text.