Levi Strauss Signature has just launched its first ever TVC featuring model-turned-actress Deepika Padukone. Levi Strauss Signature is targetted at youngsters in the age group of 15-23, and Padukone was considered appropriate as a young brand ambassador who could connect well with the target audience. JWT Bangalore is the creative agency behind the campaign.
The TVC opens with Padukone sitting on a bar stool at a sidewalk snack bar, with her friends. As she prepares to leave and heads towards the sidewalk, the bar stool that she was sitting on pops up behind her back and hops along, as though wanting her beautiful body to still be seated on it. Padukone is then shown crossing the road and a speeding bike hits the stool that is following, but it gets crushed on the ground. When Padukone looks into the mirror, the mirror begins to follow her.
Next, Padukone is shown leaning on a fire hydrant to pull up a sandal strap. As she gets going again, the fire hydrant uproots itself and goes flying up in the air, only to fall into an open manhole. Then the super appears: ‘A fit to die for’. In the end Padukone is shown leaning casually against a building while talking on her mobile phone. Then as she casually gets back on to the sidewalk, the building does not want to let go of her and it begins to shake.
Dhunji Wadia, Managing Partner, JWT, Bangalore said, “Signature jeans are for college-goers and those at their first job. The concept behind the campaign is about a dream fit for any woman. Therefore the creative expression ‘Fit to die for’. The brand is speaking to a young audience that is most cued-in to new trends and new ideas, and who reject clichés instantaneously. Therefore, it was necessary to connect with this audience by speaking in their language and creating something unique in the communication.”
Wadia said that Levi Strauss Signature is the offering in the ‘value jeans’ segment. “This is a relatively new brand and is going on television for the first time. The key challenge was to create a new identity and idiom for the brand that separated it from the edgy personality of Levi,” he said.
“It is a romantic story but with a twist: inanimate objects get fatally attracted to the Signature jeans worn by Deepika. Three fortunate objects get a momentary feel of the Signature lady and come alive, only to perish in love. In its colourful light-heartedness and peppy music, the film brings alive the core values of the brand, which is all about having fun and being young at heart, vibrant and spontaneous,” added Wadia.
The catchy music for the film has been scored by the Vishal-Shekhar, while Shaan has rendered the jingle. The TVC would be breaking on MTV, Star, Zee and other regional channels.