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Levi's - Superstition

Company: Levi Strauss & Co.
    View Company Scorecard | Contact Company
Brand: Levi's
Ad Title: Superstition
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Bartle Bogle Hegarty
Year: 2006
Target: Mainstream
Ad Spotter: Colin Greig
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A heterosexual couple is in the bedroom. The male half of the pair hangs his jeans over the balcony. Just below, a pedestrian steals the jeans as the Stevie Wonder song "Superstition" begins. The thief's behavior begins to mirror that of the original owner's -- just above him in the apartment -- with the jeans controlling his every motion.

As the girlfriend in the apartment playfully kicks her beau, the magic jeans respond too, causing the thief to jump in the path of a large biker on the sidewalk. Other motions cause him to fall into a pile of garbage, dance on the subway and gyrating up against another man. Meanwhile, the original owner is rubbing his body up against his girlfriend in the same fashion.

Embarrassed at his actions, he returns the jeans to the balcony just in time for their true owner to retrieve them. The owner probably was up to this all along.

The ad earns an Equal rating because the humor of the ad is based on the idea that this man has lost his free will due to the pants. He would've been embarrassed by his actions regardless of whether the object of his gyration were male or female.

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