Levi’s has launched a new ad campaign, titled “Going Out in Style in the Greatest Story Ever Worn”, to celebrate 150 Years of Levi’s 501 jeans.
One of the spots, which are inspired by true stories, is set in Tbilisi, Georgia, in 1982 and features a young man who swaps the family’s bellcow for a pair of Levi’s 501 jeans. The video follows the “foolish” son, as described by his parents, taking the animal from home and walking with it quite a distance, on a cold winter day, to make the exchange, which the brand calls “one fair exchange in the greatest story ever worn”.
The song playing in the ad is the 2014 single “Mam Dość” by Polish rock band Kryzys, from their “78-81” album.
The “Going Out in Style in the Greatest Story Ever Worn” campaign includes other two films, created by filmmakers Martin de Thurah and Melina Matsoukas, highlighting unique stories surrounding the garment. One, for instance, tells the story of one unliving legend that requested to be buried in their 501 jeans and all attendees to his funeral to wear them, as well.
Vice-President of brand marketing Chris Jackman said in a press release that, through “The Greatest Story Ever Worn” campaign, the brand aims to celebrate “the legacy of the 501, its unrivalled breadth and global relevance, and to inspire the next chapters.”
