Using the story lines in these two adverts appeals in particular to the teenage target audience. They can relate themselves to the situations and the jeans; they can almost imagine themselves as the characters in the two adverts. The captions play quite an immense part in the Levi’s adverts especially in ‘The Laundrette’ and ‘The Pick-up’. In some cases they explain the story and in others they contain hidden details. In ‘The Laundrette’ the caption at the end of the advert explains the story line,
‘Now available stone washed.’ This explains why the man washed his clothes with stones, as he wants a stone washed effect. The message behind the advert then is Levi’s stone wash your jeans so you do not have to. In ‘The Pick-up’ the caption used has a different effect than ‘The Laundrette’s’ caption as it conveys a hidden message, ‘Separates the men from the boys’ The advert is implying that the attractive character is a man, where as the other character is a boy. Also the jeans are tied between the two vehicles; they are literally separating the men from the boys. The catch phrase indicates you are more of a man if you choose to wear the jeans.
The adverts feature good looking, young males as their main characters to encourage the target audience of 15-19 year old males to connect with the image Levi’s jeans portray. Using young people in the adverts allows the target audience to relate themselves to the character; they can see themselves wearing the jeans in those roles. The greater the similarities are between the character and the target audience the more effect the adverts have on them. The Levi’s adverts tend to be long so the viewers can project themselves into the advert and identify with a character more than a shorter length advert.
This happens in both ‘The Laundrette’ and ‘The Pick-up’. The target audience can relate to both young good-looking characters in the adverts. By doing this the target audience sees themselves in the situations of the characters, seeing themselves having the same qualities as the main characters. The adverts do not only contain young good-looking people but other character to make the features of the attractive man stand out.
In ‘The Laundrette’ a large older man can be seen giving a disapproving look to the good-looking man. This man is also dressed in plain dull colours so he does not stand out. This indicates the jeans are only for the younger generation, appealing to it target audience. This also brings back Levi’s youthful, rebellious image. Also in this advert the characters of two young women are seen admiring the main character; this makes him look more attractive and have sex appeal. This is how a conventional teenager would like to be so not only relates the character to themselves but also the jeans. ‘The Pick-up’ also features the same typed good-looking character as ‘The Laundrette’ who is also being looked upon disapprovingly and admired by a woman.
The main character in ‘The Pick-up’ gets a disapproving look from a less attractive, strait-laced man when he takes off his clothes, which again identifies the target audience and portrays the youthful, rebellious image for Levi’s. The young attractive woman in the advert also admires the character, this again is more appealing to its target audience. Both main characters get their disapproving looks when they remove their clothes but also get admired by the women when they do this.
A range of different types of music is used in the adverts to highlight the story line. Music plays a very important part in the Levi’s adverts; it is used to back-up the story line, as the adverts contain no verbal language. The music also has the ability to captivate the viewer as the words of the song stay in the minds, relating them back to the jeans whenever they hear the song; this can have the same effect as a slogan.
Throughout the advert ‘The Laundrette’ the 1960’s song ‘I Heard it Through The Grapevine’ by Marvin Gaye is played. The inclusion of a tune in the advert such as ‘I Heard it Through The Grapevine’, which is already well known, can help to get the attention of the viewer as well as set the appropriate mood and act as a memory jogger. Associating the brand with a popular piece of music increases the awareness of the brand in the viewers’ minds and makes it more likely that they will think of that brand whenever they hear the music. The song is sweet soul music, very easy to the ear, creating a laid back atmosphere.
The words ‘I heard it through the grapevine’ are repeated a number of times throughout the advert, ensuring they will stay in the viewers’ minds. The words also refer to how gossip is spread around, suggesting that the man wearing the jeans is something to gossip about, ‘Spreading the word about the jeans’. The boys and young women in the Laundrette highlight this as they talk and stare at the man wearing the jeans. The line ‘It took me by surprise’ also backs up the action in the advert strongly; when the man strips in the laundrette he takes everyone by surprise. This can be seen on the face of the large man, as he looks very shocked.
Music is also used quite extensively in a similar way to ‘The Laundrette’ in ‘The Pick-up’. The song played in ‘The Pick-up’ is ‘Be my Baby’ by ‘The Ronettes’, which keeps in with the theme of the man getting the woman. The song again is 1960’s sweet soul music, which is also famous so has the same effect as ‘I Heard it Through The Grapevine’ in ‘The Laundrette’. It is as if the attractive man and the woman are having a wordless conversation, with the song words backing the actions. He strips to attract the woman attention, she looks and he nods to her to get in the car,
‘ And if I had the chance I’d never let you go’ …So won’t you please say you’ll be my baby.’ These few lines back up the story line, his stripping is almost like he’s saying give me a chance. When he calls her he’s saying come be my baby and she does. The song backs up the actions strongly. By using these particular songs in the adverts the jeans become associated with the artist that perform the songs. ‘The Laundrette’ and ‘The Pick-up’ become associated with American legends, Marvin Gaye and The Ronettes. This may increase the chance that people will buy the jeans.
Ranges of different camera angles are used to portray the quality of the jeans and to create an atmosphere for the advert, forming an image for the adverts and the jeans. Near the beginning of each advert the shoes of both main characters can be seen. This is a good technique as you have not seen the characters faces yet, so there is expectation there; the audience wants to know who this man is and why he is there. In both ‘The Laundrette’ and ‘The Pick-up’ the man wearing the Levi’s jeans takes them off, the camera focuses on the bottom and crotch area, his body and a close up of him undoing his buttons and taking his belt off whilst he does this.
These focuses are done throughout the adverts to portray the quality and originality of the jeans. The viewer can see from certain camera angles that the jeans are tough wearing and are of the highest quality. Also these focuses are used to make the advert a bit sexier. The way they are used, they almost make the man look like a stripper when he removes his clothes. This does not only give the advert a sexy image but the jeans as well. This sort of focus had never been used before, which gives the advert and the jeans a rebellious image. In other camera shots characters are made to look less important than others do.
The attractive characters are the most important in the adverts. They show this in the adverts by making the good-looking character be in front of the less attractive character. This can be seen in ‘The Laundrette’ when the good-looking man can be seen in front of the large old man. This shows that the large man is less important than the good-looking character. This is also done in ‘The Pick-up’.
Both tone and style play a big part in the Levi’s adverts to intrigue the viewer. Both ‘The Laundrette’ and ‘The Pick-up’ seem to have quite a humorous tone. Due to the jeans target audience this is quite a good technique to use, as making the advert have a bit of a twist or be funnier will appeal to teenagers more. These types of adverts also make an impact on the viewer; it is more likely the advert will stay in their mind.
‘The Pick-up’ also has a romantic tone, as the man gets the girl. This adds more of a story line for the viewer to get into; it gives a happier ending satisfying the viewer. Levi’s has its own unique style of adverts; this means throughout all the adverts in campaign there are the same common features, common themes and similar connotations. If people see the certain common themes and common features used in many of the adverts they associate these with the jeans. The Levi’s particular advert style is known around the world if someone tries to use this style Levi’s might take legal action or they risk advertising for Levi’s.