4 x Levi´s

Set in a Southern, 1920s-inspired backdrop, the story follows a handsome farm boy who buys condoms at a local drugstore and tucks them into the watch pocket of his Levi’s - only to discover later that his date’s father is the very druggist who sold them to him. The ad closes with the tagline, “Watch pocket created in 1873. Abused ever since.” Celebrated for its wit and craftsmanship, the commercial became one of the most awarded in history, even reportedly earning a Guinness World Record for the most awards ever won by a TV spot.

The concept follows a boat capsizing and a young man sinking underwater, where a group of alluring mermaids revives him with the breath of life before trying - unsuccessfully - to remove his Levi’s, underscored by the tagline “shrink-to-fit.” The film is set to Smoke City’s “Underwater Love,” a track whose singer, Nina Miranda, described it as “a message in a bottle from an exotic place,” perfectly capturing the ad’s dreamy, escapist atmosphere.

The ad features low-rise Levi’s Superlow jeans revealing midriffs whose belly buttons begin lip-syncing Diana Ross’ “I’m Coming Out,” performed by Jamie-Lynn Sigler of The Sopranos. Whimsical and playful, it captures the spirit of youth and cheeky self-expression. Produced by TBWA\Chiat\Day San Francisco and directed by Michel Gondry, the spot’s visual effects were handled by Twisted Laboratories, founded by Gondry’s brother Olivier. The creative concept expanded the original idea of manipulating navels into fully singing belly buttons using custom programming.

This surreal, high-budget ad introduces the bold new “Type 1” Jean, featuring mutant part-human, part-mouse characters wreaking havoc and holding an old lady’s cat for ransom. Directed by Michel Gondry and produced for a pan-European campaign, the spot was celebrated as an event-worthy Levi’s launch, continuing the edgy, visually inventive tradition of the BBH (BartleBogleHegarty) - Gondry collaboration.