From Shots Magazine: Levi’s Sea of Blue

Levis encourage us to ditch our phones and get down to some double denim loving in a new spot.

Debuted during the Grammys, ‘Sea of Blue’ is the fourth ad launched as part of the brand’s ‘Live in Levi’s’ campaign. This ad was directed by Michael Haussman and Mike Piscitelli for Pulse Films Ltd, who created the film for FCB West.

In it, the only two people not on their phones at a party catch each other’s eye, and fake phone-based flirting ensues. The two get closer together, admire the sheer amount of denim each of them is wearing, then jump in the pool (they obviously haven’t been told that most denim experts advise against washing your jeans…).

This ad is to be part of a constellation of content, with related TV, cinema, and print campaigns running alongside digital and social media content.

Read the full article from Shots Magazine 


From Creativity Online: Levi’s Pokes Fun at Smartphone Obsession in Its Latest Spot

By Alexandra Jardine. Published on 

Hooking Up In Real Life, Not Online

Editor’s Pick

In Levi’s latest TV ad, which broke during the Grammys, the denim brand puts a new slant on the brand’s sexy boy-meets-girl scenario, with a mischievous nod to its target audience’s smartphone obsession.

In “Sea of Blue,” boy and girl meet at a pool party at which everyone is clad in denim, and everyone is glued to their phone, not looking up to make contact with anyone “in real life.” The pair catch each others’ eyes, mime a phone call without phones, and then fall into each others arms (and the swimming pool.) The spot was co-directed by Mike Piscitelli and Michael Haussman, through production company Pulse.

Part of the brand’s ongoing “Live in Levi’s” campaign by FCB, the campaign spans digital and social platforms, TV, cinema and print globally. As well as the TV spot there are style videos, behind the scenes footage and additional stories captured during the shoot that were made into digital shorts to be featured across social media.

Read the Full Article on Creativity Online