Wieden and Kennedy came up with a socially inspiring campaign that both strengthened their brand's identity and recognised the importance of the middle class.
As you can see, the advertisements portray obvious middle class families or people in their relevant environment. These images are along side the copy, "We are all Workers" or "Everybody's Work is Equally Important", as seen below:
These adverts, in the same vain as those done by Richard Buchanan, raise awareness (or recognition), for specific types of people. By showing these images with this copy Levi's have managed to solidify themselves as a true American representative. Making one more likely to wear the jeans of such a proud and cultured brand. They took their high reputation and used it to reward the hard, unnoticed workers of the American public. A creative campaign that definitely contributed to social decency.
Perhaps it may be useful to contextualise these adverts in a recession and the 2nd period of Obama's presidency? You could find evidence from good journalist sources and think about how these ads suit the context - were they aimed at a UK or American audience? Also - can you point to some critical theory that could discuss the issues of class further?
ReplyDeleteregards, J