By Alexandra Jardine. Published on
Hooking Up In Real Life, Not Online
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.