Levi’s Secrets and Lies (Live Unbuttoned) Commercial

This commercial is for Levi’s Jeans. The jeans being advertised are supposed to make you feel and look good. The first time I saw this advertisement was when I was in high school watching television at home. Based on the age of the actors in the commercial, it is safe to say that the demographic target audience seems to be males and females ranging from 16-30. Moreover, the psychographic segmentation appears to be appealing to the kinds of people who value the way the look, and lead alternative/rebel lifestyles. For example, the couple in the commercial come off as a bit promiscuous and trendy, as demonstrated by them lying to one another and claiming that they were in a band and worked for a record label.

Some of the competitors that Levi’s faces are other jean companies such as Seven Jeans, Calvin Klein Jeans, J. Crew and even Wrangler. However, Levi’s is clearly trying to market to the more alternative jean wearing crowd. The strengths of Levi’s lie in its history. Levi’s is arguably one of the premier and most famous American jean companies with several famous commercials in its past. The jeans are worn and promoted by several celebrities and are relatively affordable. However, its weakness’s lie in the fact that Levi’s does not appeal to everyone. This commercial is trying to appeal to a very alternative kind of person, and not all jean wearers (including myself) consider themselves ‘alternative’.

The advertisement does a great job of conveying the strength of the brand because it makes the brand appear as a brand that rebellious people wear. The target market audience that Levi’s is trying to reach is clearly of the ‘rebellious’ type. The commercial conveys this strength by showing how rebellious Levi’s wearers are, by breaking in to random peoples apartments to hook up.

This advertisement is well designed in its appeal to the target audience. The commercial is a bit risqué and sexy, which appeals to the rebellious nature of the audience. Furthermore, they do a great job of using attractive looking people and the element of shock and awe to grab the consumers attention.