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FCB Ulka's new campaign for Levi's dedicated to urban commuter

29-September-2014
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FCB Ulka's new campaign for Levi's dedicated to urban commuter

Focused on form and function, the Levi’s® Commuter™ collection is intelligently designed to suit the needs of urban commuters. Some hero products of the collection include hooded truckers jackets, woven shirts, jersey tees, the iconic five-pocket jeans and city trousers. The commercial, conceptualised by FCB Ulka Bangalore, carries forward the global brand philosophy: ‘Live in Levi’s®'. The global campaign revolves around celebrating the real moments of people who truly live in Levi’s®.

Sanjay Purohit, Managing Director, South Asia, Levi Strauss & Co said, “Levi’s® Commuter™ is the latest product innovation from the Levi’s® brand. The Commuter™ line in India has been specially created for urban commuters who use the metro, the local trains or motorbikes. It is made of stretchable, water resistant and odor resistant fabric, with reflective tapes for better visibility at night. We have captured the unique benefits of this product in our latest campaign in a manner that is relevant to our consumers. Levi’s® Commuter™ brings together form and function in a product line that truly enables our consumer to Live in Levi’s®.”

This TVC captures the commute of a musician from his home to the recording studio and the hurdles the streets have for him. The TVC highlights the practical benefits of the Levi's® Commuter™ range as the protagonist rides through busy traffic, travels in a metro, and even walks in the rain to reach the studio. He does all this with ease and style, thanks to Levi's® Commuter™.

Speaking about the campaign, Dennis Koshy, Vice President, FCB Ulka, Bangalore, said “Levi’s® has always been about being true to oneself and being effortless. Now, Levi's® brings product innovation through functionality to the table with the Levi’s® Commuter™ line. The challenge was to retain the iconic imagery of Levi’s® while highlighting functionality in an engaging manner’.

Commenting on the TVC, Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, said “It’s exciting to work on a brand like Levi’s®. We wanted to highlight the benefits of the product in action. So we took a ‘commuting moment’ of a musician in Levi’s® Commuter™, who makes it to his recording studio in short notice. With Levi’s® Commuter™ he dodges all that the streets throw at him. Though the film is about urban Indian commute, we’ve stylized it with a very current electro-jazz track and given it a look that has global appeal.”

You can watch the video here:

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