The current issue of CR includes a lengthy interview with Sir John Hegarty and a look back at his agency’s work including, of course, its noted campaign for Levi’s. In the piece Hegarty chooses Creek as his favourite Levi’s spot: what’s yours?
Bartle Bogle Hegarty will forever be associated with Levi’s. Its 1985 Laundrette commercial, where young model Nick Kamen famously stripped down to his boxer shorts to wash his beloved jeans, not only sparked enormous sales of 501s but made an old-fashioned form of underwear popular again, sending the once-ubiquitous Y-fronts towards a fashion demise from which they have never recovered. It even changed the music industry as labels realised the potential for advertising soundtracks to shif their artists’ back catalogues.
But, out of all the spots BBH created for Levi’s until it resigned the account last year, it’s 1994’s Creek that is Hegarty’s favourite.
Creek, 1994. Art director: John Gorse, Copywriter: Nick Worthington. Director: Vaughn & Anthea
Here’s a few of ours:
Bath from the original 50s-inspired campaign (1986)
Pool Hall, 1991
Swimmer, from 1992, directed by Tarsem (which references the 1968 Burt Lancaster film The Swimmer). Creatives: Larry Barker and Rooney Carruthers
Campfire from 1993
Drugstore, 1995, shot by Michel Gondry. Copywriter: Nick Worthington. Art director: John Gorse
The first animated Levi’s spot, Claymation, from 1995, directed by Deiniol Morris and Michael Mort.
199, Flat Eric, directed by Quentin Dupieux. Creatives: Tony Davidson and Kim Papworth.
Twisted, directed by Frank Budgen, 2002. Copywriter: Mark Hunter. Art director: Tony McTeer.
Odyssey, Jonathan Glazer, 2002. Art director Gavin Lester, copywriter Antony Goldstein
Have we missed your favourite out?
If you’d like to read our Hegarty feature, it’s in the June issue of CR, on newsstands now.
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