Comments on: Will Unbuttoned Films be a branded content success for Levi’s?

By: Jennifer Summers

Jennifer Summers — Sun, 13 Sep 2009 22:45:09 +0000

Does this video help a person decide why they should buy Levi's?

By: Dave Knox

Dave Knox — Wed, 02 Jul 2008 20:30:20 +0000

Robby – Great points as always. Can’t argue with a man that loves his Bathing Ape and Levi’s. I’m really interested by what you point out for the “respect” and “legacy” of the brand. I’ve always been surprised they havent leveraged that more. For instance, I heard about them doing a small promotion around Warhol’s love of Levi’s…but in the same breath they are doing that, they are announcing deals with Nike/Jordan, Project Runway and doing these videos. I hadnt thought about their need to really deliver on the brand promise with a singular voice but you nailed it.

By: Robby Wells

Robby Wells — Tue, 01 Jul 2008 16:07:03 +0000

Nice post. I am a massive fan of Levis – the brand, product, and legacy. I only wear Levis jeans. I refuse to even hit play on these videos because I am confident that there is a BM and media team (hey B!) eager to count my view towards their false sense of success. I can respect that they creatively found a way to work their product into these videos, but Levis is a brand with real heritage. Something so few brands can claim – why not acknowledge it. I am confident that there is a creative way to develop video content – if that is the medium of choice – that highlights this great heritage and brand promise and will still attracts relevant viewers. If they want to look contemporary, why not create mini-docs highlighting their creative collaborations with people like KAWS or Hiroshi Fujiwara or others. These guys have huge, meaningful, global fanbases that would likely go to an art house movie theater to watch a documentary about the collaborations. Document the creative process. Document the way these contemporary designers view and respect a brand with so much heritage. Monkeys? Helium? Where is the respect for the brand? This shit would never go down on my watch