Michel Gondry's Levi Commercial

I know this is not going to count for a grade because its so late, but its a really good ad so I wanted to finish what I could to at least share it.



When one thinks of "Eternal Sunshine of the Spotless Mind" it would seem hard to find a connection to a highly commercialized brand name such as Levi. However, Michel Gondry's directorial role of the "Drugstore" Levi commercial and screen-writing for Eternal Sunshine have both earned notoriety and awards. In 2004, It is in the Guinness Book of World Records as the most award-winning commercial ever, having won the Lion D'Or at Cannes, a gold and Grand Clio, three silvers at the D&AD Awards, and best campaign at the British Television Advertising Awards. This ad for Levi jeans (filmed in 1994) was highly suggestive and wasn't even aired in North America because its referral to purchasing latex condoms. Gondry is one of the most famous modern day surrealists and in this commercial he demonstrates how cinematography can not only be creative in movies but in commercials as well.



The ad takes place during the American Depression and mimics the films of that silent era. In the beginning the shot is in complete blackness and an eerie music comes into play. The camera zooms out of what seemingly is a warehouse and cuts out to images of what seems to be a small town. Soon the eerie music turns to a modern techno song and the veiwer can tell that the viewpoint of the commercial is from an actual person. The apparent male character walks into a drugstore and is looked at suspiciously by all who are shopping there. When the individual buys a pack of condoms the fellow townspeople are appalled and the older drugstore clerk glares at the guy while he completes the transaction.
He then slips one of the condoms in his fifth pocket of the jeans, making it known they are Levi jeans to the viewer. It is not till the camera makes its arrival at the date's house the you can finally see the main character rather than through his viewpoint. Ironically the man who sold the condoms to the boy is the date's father. The only text displayed the whole commercial is in the last shot. Gondry's work for Levi “Drugstore,” from 1994, and “Mermaid,” from 1996 are both time period stories about young love, casting Levi jeans as a somewhat supporting role. Gondry work with the BBH agency in England to produce these ads. This ad uses irony at the end for somewhat comedic relief. I mean who would want to be the man that sold condoms to the boy that's sleeping with his daughter. More noticeable then the actual content of the commercial is the look and sound of it. The fact that he chose black and white gives it a more retro feel but the use of modern music makes it even more edgy. The scope of the camera lens is made to look as if you are the character experiencing everything, as does the shaky camera work. When a customers can feel themselves in the advertisement, perhaps they can feel themselves in Levi's jeans.