I Heard it Through the Grapevine

This week I thought we would indulge in a little nostalgia and take a look at, in my opinion, one of the best ads ever produced - they don’t make them like this anymore. (And, if you remember this one, you are probably in at least your fourth decade, so apologies for making you feel old.)

1985 was the year (30 years ago now) and Levis was struggling. Levis was supposed to be the brand of choice for the younger generation, but they were under attack from a number of new fashion brands that were winning the battle for coolness. As a result, Levis had become the jeans that the dads were wearing (and not even the cool dads).

Levis needed to do something and fast. They approached the ad agency BBH (Bartle Bogle Hegarty) and what came next, the creation of John Hegarty and Barbara Noakes, turned Levi’s fortunes. Firstly, before creating anything, BBH applied a little science to the process and conducted some research. The term ‘cool’ is a relative one and has different meaning, depending on who you talk to. BBH needed to find out what Levi’s target audience considered cool. Surprisingly, the intended audience, fifteen to nineteen year olds, seemed to associate the period of the fifties and sixties with coolness, recalling such figures as Elvis Presley, James Deane, and Sam Cooke.

With this as the leading insight, BBH decided to produce something that was very different from the usual run-of-the-mill advertisements of the time. The ad would feature the UK-model Nick Kamen entering into a launderette, getting his kit off and placing it in a washing machine (which kit included a very nice pair of stonewashed 501s), and sitting down in his boxer shorts while he waited for his jeans to be ready. BBH originally wanted Nick Kamen to wear a pair of briefs (which were more popular at the time), but this was rejected by the advertising authority because it was too raunchy. He did all of this while the ladies present observed (and drooled), an over-weight (and fully clothed) guy gave him a sideways glance and Marvin Gaye’s I heard through the grapevine played in the background (although it wasn’t actually Marvin Gaye singing, but that wasn’t all that important). Not only was the scene that was set absolutely captivating, but it was the first time that music was used in this way as an advertising appeal, leading to the now classic track being re-released and becoming a top ten hit once again.

And, apart from being proud of owning one of the best ads ever produced, what else did Levis achieve? Sales of 501s rose by more than eight hundred percent. In fact, Levis eventually had to stop the ad because they couldn’t keep up with the demand that had been generated. By 1987, sales of 501s were twenty times what they were just three years previous. Even sales of boxer shorts went through the roof.

So, it’s about time we had a look at it. And, as a final note, invite John Hegarty and Barbara Noakes to take a bow because, thirty years on, this piece of work is still up there with the very best of them.