Archive for November 12th, 2008

November 12th, 2008

by Laurent François

In France, there’s a fantastic commercial which is broadcast in movie theaters for Levi’s, named “Onion peel”. The idea is quiet efficient : the ad starts in a frenetic fashion-show and rewinds while the layers peel back to what seems essential (a kiss in the street).

Even if very classical, this ad is a fantastic masterpiece of storytelling which drives us to an elaborate & elegant branded universe :

“So, instead of brilliant reduction, we need to provide brilliant complexity. The personal. A point of view. And persons are complicated and contradictory. That’s what makes them interesting. In real life and in a story. No one has time for the predictable and boring.”

Levi’s gives our humain brains a refreshing storyline, unexpected but simple to follow. Point A, point B, open denouement and episode 2 to be imagined by the spectators.

“A story needs to have a beginning, a middle, and an end.” Social storytelling flies in the face of that. It is open-ended. The objective i to tell a story in a way that leaves room for the consumers to fill in the blanks, to add their own tendrils to the main storyline.”

Denimology sums up the baseline :

Onion Peel,’ features a rewinding video of in the day of a runway model, aptly set to Human’s ‘Rewind To A Simpler Time.'”

Advertiser: Levi’s
Agency: Cutwater
Executive Creative Director: Chuck McBride
Creative Director: Marty Senn
Agency Executive Producer: Jennifer Golub
Production Company: HSI
Director: Michael Haussman
Director of Photography: Paul Laufer
Executive Producer: Michael McQuhae
Line Producer: Tim Kerrison
Production Designer: Richard LaSalle
Editorial Company: Mad River Post
Editor: Marco Perez
VFX: The Mill
VFX Producer: Helen Hughes
Music: Human
Rewind to a simpler time