Case Study

November 3rd, 2015

Pocket Change

Situation:

  • Levis aired a gritty, edgy spot in Sept. 2009 focused on their jean’s toughness.
  • Goal: appeal to a younger demographic.
  • The creative had a “home movie” feel with a scratchy male voice over a noisy background.
  • An $18 million media buy ran nationally for four weeks.
  • The Ad suddenly disappeared, then reappeared six weeks later with a new soundtrack.

Results:

  • The first version of the spot was more than 200 points below norm.
  • Viewers found the voice over difficult to understand and somewhat disturbing.
  • The revamped version scored more than 60 points higher than the original.
  • Though still below industry norms, the simple, inexpensive change was successful.

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