Levi's: Firing squad

Originals never fit.

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

March 2008


JAGGY's picture
1382 pencils

dint get it

Jaggy, MICA Ahmedabad

Disco Munky's picture
Disco Munky
3890 pencils

So what are they saying?

Wear our jeans in the wrong country and get shot?

Nice photo's (kind of), but the idea is a few to many steps away from the execution (pun intended).


Doin' it for the points

T-bone's picture
48 pencils

Your the one on the firing line. They are shooting you, in the other one, the cheerleaders are staring at you and so on. The viewer is the subject...

quiche's picture

Yes objectification. Referring to 'The Gaze'? Yes the viewer becomes teh subject but how does the average viewer get that? It's too vague

thirty6chambers's picture
1464 pencils

people who go against the status quo never fit in and gets persecuted. meh.. it's a boring idea.

sumsum's picture
615 pencils

i agree. idea is boring, execution not bad. however this one is kind of frightening and over the top

comAd's picture
162 pencils

Fakes will think otherwise.

BFB's picture
936 pencils

So if I wear Levi's I'm going to get put in jail the executed by a firing squad?! Well, I never cared much for being a cheerleader anyway.

LeeHarvey's picture
3045 pencils

This firing squad doesn't fit in, but I like the rest of the campaign. Only thing is, they seem to go back to the late 80s/early 90s campaign (on tv) with the 'rebels', the guy diving in the different swimming pools (shrink to fit) etcetera. I do believe there was a very similar printcampaign at that time; you see a bunch of old ladies looking angry at the camera, with the line "it's what the gardener wears". That is more or less pretty much the same....

owen's picture
2 pencils

The firing squad are not looking down the barrels of their rifles bar one. They are looking with their non-aiming eye so to speak. I imagine the message is, 'If you're going to be executed at least you'll look good in our jeans'. Still not too keen on it though.

Zeus's picture
906 pencils

WTF is this....????? i dint get it....the whole campain'. what is this BS????

Cack_on_my_gladdis's picture
51 pencils

Not as good as the new TaTU video. http://www.youtube.com/watch?v=jk-fu6KuPrY

quiche's picture

I'm so glad no one else got this.. I didn't have a cooking clue..
Soldiers suit guns and grass better than sailors?

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