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December 11, 2023
Press
Levi’s Blue Jean Baby turns 150
To celebrate the 150th Anniversary of their best-selling blue jean baby, the ‘501s’, Levi's has commissioned a 3-part film ‘The Greatest Story Ever Worn’ to capture the global legacy the jeans have created over the years.
The shorts share the endearing true stories of 3 Levi’s ‘super-fans’ over the years, suggesting how the life of each pair of 501s and the impression they’ve left on a person has ultimately led the brand to 150 (and counting) years of success.
Directed and produced by renowned industry heavyweights, Melina Matsoukas (‘One Influential Island’) and Martin de Thurah (‘Going Out In Style’ and ‘A Fair Exchange’), there is straight-up, clear-cut style in every detail here.
In sync with the brand’s extensive marketing repertoire, the 3 films are soundtracked with hip-shaking soul, super-tight close-ups and plenty of suggestive undressing; a further nod to their infamous brand identity.
It’s no surprise to see Levi’s opting for an art-heavy, stylistic piece of cinematography to celebrate the milestone, with some of their early TV ads from the ‘80s and ’90s created by powerhouse BBH still leading as some of the most all-time influential spots on the tele.
Lest we forget that Laundrette spot. Steamy.
Beyond the humble simplicity of each narrative and the stunning shots captured on film, Levi’s 501s have made an impact around the world that feels genuine and through the lens, they’re able to capture the almighty influence of a humble pair of jeans. A true testament to the brand’s success. HBD2U 501s.
Progress for the Online Safety Bill, but is it enough?
Shocking perhaps to some, but the realities of cyberstalking, cyber-flashing, unsolicited explicit content, sexual harassment, revenge porn and more are nothing shy of the everyday abuse directed at many women online. Unregulated and rarely spoken of, until late.
Under the promising new Online Safety Bill, due to be finalised in the coming weeks, legislation will be introduced to enforce a safer digital space for all; driven by an urgent need to better protect children and women online and ultimately place ownership and duty of care on the tech companies that run the platforms.
Pushing for more are Tory (sure, we’re as shocked as you are) peers Nicky Morgan, Gabrielle Bertin and Helen Newlove. The group have proposed an amendment to the bill whereby Ofcom, the online watchdog, will gain the power to fine social media companies up to 10% of their global turnover if they fail to abide by a code outlawing online misogyny. Powerful if successful, but will the updated bill pass?
Whilst this is certainly a step in the right direction if approved and adhered to, is it enough? Already the bill has advocates of free speech arguing their rights and a previous iteration which placed a duty of care on the platforms to protect users from ‘non-illegal but harmful’ content has been dropped. Moreso, will the new bill be able to identify, block or prosecute individual offenders as required?
Most recently, Actor and Comedian, Emily Atack has drawn the subject into mainstream media in her powerful 2023 documentary ‘Asking For It?’. The piece is led by Atack’s personal experiences of hate crimes online; sexual harassment, violent sexual threats and unsolicited, explicit content sent to her by men daily.
Although she states that the documentary will indefinitely entice trolls and harassers to target her further, she bravely addresses the issue head-on and advocates for better online safety; highlighting the bill’s urgency, laws required against cyber-flashing and better awareness to protect children online. What a woman.
Here’s hoping that a (big) change is gonna come.
Lead the Way; New IG Lead Forms and how-to use them.
In an update for Instagram, Business Accounts can now benefit from their new feature of integrated, customisable lead forms. Question is, how will they work in practice?
The new feature allows business users to customise lead forms with varying intricacy; long-form responses, multiple choice and short replies, all accessible via your profile actions buttons.
So all you eager Marketeers, as your ears prick with brand opportunity, here’s our ‘IG Lead Form - Top 3 Opps’.
Remember that hefty Brand Guidelines document you poured over on probation and never revisited again? Those extensive TOV guidelines are about to have their day, hear ye. Remember, the language you use is key to engage with a like-minded audience and further creating a community that works with you and tells you what they want. Speak to the people. Communicate your way.
Don’t be left behind and use this update to your advantage. Be reactive, be intuitive - progression is a big business flex and the data you catch is gold dust. Keep tabs on it, review it with your teams and tailor your forms as you hear back from your community to make Instagram work for you. It’s all in your hands.
Do your market research. What are your comp’ doing and what can you do better? Someone once started a vicious rumour that we Marketers need to always be 10 steps ahead, available online 24/7 and have all our fingers and toes in all the pies. Thankfully, we’ve found it’s much greater to work smarter, not harder. Be direct and ask about the things that really matter to your business. Unless you’re a vet, asking your audience ‘Are you a cat or dog person” is pretty questionable. You’re an expert in your craft, keep things relevant.
Now, over to you.
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