March 2008

Print advertisment created by Bartle Bogle Hegarty, United Kingdom for Levi's, within the category: Fashion.

Originals never fit.

Advertising Agency: BBH, London, UK
Creatives: Simon Veksner, Nick Allsop
Photographer: Joseph Rodriguez

Comments (15)

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Highest Rated

pocko people's picture
pocko people
Activity Score 34

Enjoyed the whole campaign, photographs are definitely captivating.

john doe's picture
john doe
Activity Score 1571

don't get it. can someone explain please?

Mr Hughes's picture
Mr Hughes
Activity Score 386

It's a play on the line 'never fit'. The protagonist (the wearer) doesn't fit, and never has fitted, into society. He/She is a rebel and therefore rather cool. So - wear these jeans and you'll be a blah, blah. blah.

I quite like it though. Sort of.

john doe's picture
john doe
Activity Score 1571

thanks! guess you're right.
though this is not very much of an idea. especially for bbh.

everartz's picture
Activity Score 7609

the only thing i got here is that all the shots are made in an american society mean while the agency is in the UK... does that make sense?

| everartz |

BFB's picture
Activity Score 936

I think the subtext here is that everything else is fake. Fake like cheerleaders and school spirit. Levi's is the original and cool. Everything else is going to get pregnant at 17, thus getting them married and become trailer trash. Once again, subtext.

desailly's picture
Activity Score 470

Levi's always sell themselves over here as intrinsically American.

Christ knows why they're persisting, what with the love the world has for all things American, but hey... it's their strategy.

There's another one with two fat cops sneering out of a car window at you. It's a big crosstrack on the Underground and it freaks the bejesus out of me every morning.

corellka's picture
Activity Score 54

like wondebra
anyway it's a cool campaign

Hamberwick's picture
Activity Score 14

Nice campaing. Resuming, who wears Levi's never fit to the society, like Mr Hughes said, making peaple jealous, stonished and whatelse. Fine and objective.

sold's picture
Activity Score 3305

they do it for awards not to sells...
and fail.

this kind of speech "jeans is rebel, society dont fit jeans" is old.
today even a 50, 60 or more years old person use jeans...
there is not preconception against jeans anymore, and this finished a long time ago.

djspiralz's picture
Activity Score 491

smart thinking

it fits :)

mikelite's picture
Activity Score 1031

BULLSHIT BBH. lazy ass creative team pulling shit out from 1996.

manish.bhingarde's picture
Activity Score 6

Well an ad does not always mean something different.

One can develope a theme either regular or out of box, but aim shud always be of sailing a product.

Here it breaks the link of converting a viewer into a buyer.

Good luck for future assignments.

evacarreiro14's picture
Activity Score 78

Original never fits = different people never fits on society.

Cack_on_my_gladdis's picture
Activity Score 51

Save the Cheerleader - save the world. Everyone knows that.

pocko people's picture
pocko people
Activity Score 34

Enjoyed the whole campaign, photographs are definitely captivating.