See Levi's new 501 jeans ads from directors Melina Matsoukas and ...

See Levi's new 501 jeans ads from directors Melina Matsoukas and ... - AdAge.com

February 27, 2023

Melina Matsoukas got into commercial directing in part because she loved the old Levi's ads growing up. Now, she's made one herself—as part of a Droga5 campaign celebrating 150 years of 501 Jeans.

Her spot, titled "Precious Cargo," tells the story of 501s arriving in Kingston in the '70s and how Jamaicans made them their own. Visually rich and evocative in Matsoukas' signature style—and set to the infectious reggae track "54-46 Was My Number" by '70s Jamaican band Toots and the Maytals—it's a memorable start to the narrative-driven campaign, themed "The Greatest Story Ever Worn."

Matsoukas, whose advertising work includes Translation's lauded "You Love Me" film for Beats by Dre in 2020, was in Jamaica working on a project when Droga5 approached her about doing a Levi's spot.

"She brought so much knowledge and insight specific to this era in Jamaica with a vision to tell this story in a way true to the people, place and period," Cara Cecchini, senior art director at Droga5, told Ad Age. "She was incredibly collaborative and grounded our creative choices in authenticity—from art production to styling to music—even street casting roles from the streets of Kingston during the tech scout. Being on set was like being transported to 1970s Kingston."

Oscar-nominated cinematographer Bradford Young worked on the spot with Matsoukas, who said she was excited about the project given the brand's long history of interesting film work.

"It is an honor to be part of their cinematic legacy," Matsoukas said in a statement. "I always gravitate toward brands and creatives who lean into authentic storytelling, and with this piece, we were able to pay homage to a small but powerful piece of history. Droga5 have been incredible partners who are willing to push the idea of commerciality and I love that courage. We are cut from the same cloth in that way."

The global launch

The dialogue-free spots will be localized for 37 markets and 19 languages. Levi's said it wanted to craft something special for the iconic product's milestone birthday.

"Few products, let alone pieces of clothing, have been as consistently present for so many human experiences for as long as the 501," said Chris Jackman, Levi's VP of brand marketing. "Coming from the humblest of beginnings as workwear pants, Levi's 501 Jeans have become a blank canvas for self expression and a timeless symbol for rule-breaking that transcends the boundaries of culture, and class."

Along with the Matsoukas ad, two more spots are included in the campaign launch—both crafted by another highly regarded director, Martin de Thurah. One, titled "Legends Never Die," tells the true story of one Levi's wearer who didn't just request to be buried in his 501 Jeans—but took it a step further.

The third, called "Fair Exchange," tells the story of a beloved family bell cow and the son who swapped it for a pair of 501 Jeans.

De Thurah has collaborated with Droga5 on many well-known commercials, from "Rule Yourself: Michael Phelps" for Under Armour to "The Man Who Wouldn't Slow Down" for Hennessy. 

"We knew 'The Greatest Story Ever Worn' needed a great storyteller," said Sean Buckhorn, senior copywriter at Droga5. "On the page, these two particular scripts are about a cow and a dead guy. But Martin saw their potential, and homed in on what they were really about. Every decision was in service of telling a greater, more meaningful story and people's relationship to a humble product that borders almost on the irrational."

The director of photography on these two spots was Kasper Tuxen. "It was incredible to watch Martin and Kasper work," Buckhorn said. "They have such a shorthand, and such an appreciation for the craft and elevating every detail. We're still in awe of how effortless they made it all seem."

'An ever-expanding story'

As the campaign continues throughout the year, there will be 13 stories in total, all inspired by true events from around the globe. Taken together, these true stories frame the 501 Jean itself "as an ever-expanding story, one written and rewritten by everyone that pulls on a pair," said George McQueen, group creative director at Droga5. "Not only are we celebrating one historic milestone, but also the exploits of hundreds of wearers from around the world for the last 150 years."

The campaign will also include social, OOH, print, events, activations and digital. See some of the print and OOH work below.

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