Live how we dance levis

Levi's: Circles • Ads of the World™

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Description

When we come together, we dance in circles. We move as one, and celebrate the individual who takes the center. Unity and individuality come alive. Let’s live how we dance. Let’s #LiveInLevis

This professional campaign titled 'Circles' was published in United States in August, 2017. It was created for the brand: Levi's, by ad agency: FCB. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted about 5 years ago.

Credits

Advertising Agency: FCB West, San Francisco, California, USA
Chief Creative Officer: Karin Onsager-Birch
SVP, Group Creative Director: Mike Long
Art Director: Paul Foulkes
Copywriter: Matt Ashworth
Senior Producer: Charlotte McConnell
SVP, Group Management Director: Arlene Bae
Account Supervisor: Lauren Geismar
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
Production Company: Believe Media, Cherry Films
Director: Jake Nava
DOP: David Johnson
Executive Producers: Benedict Cooper, Jannie McInnes
Editor: Leo Scott / Cartel
Post: The Mill

Levi's Commercial Song - Circles

Commercials

by Johnupdated on August 12, 2022August 6, 2022

Levi’s Commercial Song is called ‘Makeba’ performed by French singer, song writer ‘Jain’

This version of the song was first released in 2015 on the ‘Zanaka’ album.

The song was adapted by clothing makers ‘Levi’ as a backing track for an advertisement to promote their range of denim in a campaign called ‘Circles’ .

Music: Makeba – Jain
Company Founded: 1853
Founder: Levi Strauss
Headquarters: San Francisco
Country: United States
Language: English

Levi’s Commercial Lyrics

Ooohe ooh
Ooohe ooh
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you

Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you

Ooohe Makeba ma qué bella
Ooohe Makeba Makeba Ooohe Makeba

Levi’s Music Video

Full Original Song Lyrics

I want to hear your breath just next to my soul
I want to feel oppress without any rest
I want to see you sing
I want to see you fight
Because you are the real beauty of human right

Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you

Nobody can beat the Mama Africa
You follow the beat that she’s going to give ya
Only her smile can all make it go
The sufferation of a thousand more

Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you

Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you
Ooohe Makeba Makeba ma qué bella
Can I get a oohe Makeba
Makes my body dance for you

Ooohe Makeba ma qué bella
Ooohe Makeba ma qué bella
Ooohe Makeba ma qué bella
Ooohe Makeba ma qué bella
Ooohe Makeba ma qué bella

Jain – Makeba Video

Levi Strauss CEO: how I saved the legendary brand from stagnation

Levi Strauss CEO: how I saved the legendary brand from stagnation | Big Ideas Leaders
Article published in Harvard Business Review Russia

Chip Berg

September 21, 2018 Photo: Jessica Chou

I have been working with brands all my life. 28 years of experience in brand management at Procter & Gamble. When she bought Gillette for $57 billion, I first led the integration, and then led this direction for six years - one of the most profitable. The position was prominent, and I began to receive offers to head this or that firm. Interesting, however, was not enough. But in late 2010, while I was in China for a quarterly leadership meeting, a headhunter friend called me: “I have something interesting for you. ” I rolled my eyes: as much as possible! "And what is it?" I ask. — Levi Strauss. “Wow…” was all I could breathe. Blimey.

There are few brands in the world that can match Levi's. Levi Strauss is one of America's oldest brands. I grew up wearing this brand and became close to it. Its history is well known: the company began selling clothes in California during the gold rush, and in the 1870s, having patented the strengthening of the seams in work pants with metal rivets, created the first blue jeans. Preparing for the first meeting with the chairman of the board of directors, I was amazed at the state of affairs of the company. It seemed to me that the legendary Levi Strauss was supposed to generate income of about $ 10 billion. In fact, its sales peaked at $ 7 billion in 1997, and over the next five years fell to $ 4.1 billion. From 2001 to 2010, they fluctuated at the level of $ 4.5 billion. The company's recent history was reminiscent of the comedy "The Gang That Couldn't Shoot. " I suddenly realized that I couldn't remember a single Levi's commercial. The financial performance of the company has been unstable for 10 years.

Although I used to work in the consumer goods industry, I've always been interested in the clothing industry, having served on the board of directors of the VF Corporation, which owns the denim brands Lee and Wrangler. We met with the chairman of the board of Levi Strauss for lunch, talked for a very long time, and I decided that this was my chance. I was 54 years old and I was ready for change. When I accepted the offer to lead the company, I set myself the lofty goal of restoring Levi Strauss to her greatness.

Live at Levi's

When I started working in September 2011, I decided to listen to everyone first and talked for an hour with each of the 60 top managers. I sent them questions ahead of time: “What are three things we should never change? What are three things that need to be changed? What one step on my part are you hoping for? What one step on my part are you afraid of? After 15-20 meetings, I had a very clear understanding of the problems. When I asked different people what they are currently working on and how this work is linked to the company's strategy, they looked at me with bewilderment. It became clear: everyone is pulling the company in different directions.

The lack of a clear strategy did not surprise me; there were worse problems. At the general meeting, I asked who considers the current work of the company successful. Three-quarters of those present raised their hands. I was horrified. It turns out that slowness, negligence and negligence have already penetrated into the culture of the company?! I explained why the performance is unsatisfactory and why we can (and should!) do better. This required a major cultural change.

The second problem was related to the first. Each new CEO, especially a Varangian, usually makes several changes in leadership. I had to replace almost all of them. Initially, 11 people reported directly to me. In a year and a half, nine of them left - and the remaining two are still working with us today. I managed to gather world-class top management.

In parallel with studying the situation inside Levi Strauss, I researched the market and customers. After working for about a month, I flew to Bangalore and asked colleagues to arrange a meeting with a client at his home. At such meetings, we usually first talk about the lifestyle and interests of the person, and then we narrow the topic down to the use and perception of our products. P&G draws heavily on the lessons learned from these events, and I've been to them dozens of times. I think they give a lot to the company.

FACTS AND FINANCIAL INDICATORS LEVI STRAUSS

Founded 1853
Headquarters San Francisco
State

1 2011 2017 Total debt $1.97 billion $1.08 billion Interest expense $132 million $69 million Cash on hand $205 million $634 million Free cash flow –$158 million $284 million EBIT margin 8.

5% 9.8% Credit rating 4-5 levels below investment 1 level below investment
Note: Currency fluctuations impacted income and operating profits
Source: Levi Strauss

I was arranged to meet a 29-year-old working woman from the upper middle class. She lived with her parents in an air-conditioned house with marble floors—the Indian clients I visited while I worked at P&G usually fared much worse. The woman was fluent in English and studied at Cambridge. She had about 10 pairs of jeans - Hudson, Guess, Calvin Klein and others. She took me to her room and pulled them out of the closet.

We discussed each couple: what they are happy with, what they are not, for which occasions which ones are suitable. Finally, we got to two pairs of Levi's. About one she said: "These are my true friends - I wear them all the time." Then she moved on to the second one: “I wore these as a student. Now I don’t fit into them anymore - but I can’t part, there are so many things connected with them ... ” And she finished with a stunning phrase: "You just wear other jeans - but you live in Levi's." For me, her phrase has become an expression of the essence of our brand. We made the words "Live at Levi's" an advertising slogan. This story shows how much you can get just by listening to what consumers have to say.

Four-part strategy

A new slogan isn't everything. The company needed a strategy. In the first months, I was primarily engaged in its development. I tormented the finance department with demands to analyze the data inside and out in order to understand how to increase revenue and profit. Six months later, we submitted a plan. It had four components, and each was easy to understand and remember.

Strengthen the profitable core. We knew that 80% of revenue and profit came from men's pants (Dockers jeans and trousers) and from sales in five countries to just 10 wholesale customers (department stores remained the largest: Kohl's, JCPenney, Sears, Macy's and others). This part of our business covered a large market share, but showed relatively weak growth. Nevertheless, it was vital to financial stability: without this base, the company would not have survived.

LEVI'S® Launches New Global Campaign - "Live in LEVI'S®" Inspired by the Personal Stories of Millions of Brand Fans | Press releases | News

Levi's® brand has announced the launch of a new global advertising campaign "Live in Levi's®". This is the first campaign born out of the unique creative union of the brands FCB (Foote, Cone & Belding), The House Worldwide and Levi's®. Inspired by millions of stories from fans of the brand about their life in Levi's® 9 clothing0012

Designed to engage buyers in online and offline series brand events campaign will be launched in print and online media, in social networks, on television and in cinemas around the world.

The concept of Live in Levi’s® is to reflect not only important and interesting life events, such as, for example, the first date, the birth of a baby, road trips and travel, but also ordinary life, filled with daily chores and worries. Focus is on the autumn collection 2014: Men's Levi's® 511™ Slim Jeans, Women's Levi's® Revel™ Jeans, iconic 501® jeans, Western shirts and Trucker jackets reimagined design. Like their original versions, these models are given a modern twist. still carefully preserve the traditions of the brand and are distinguished by quality execution.

"Live in Levi's®" is more than just an advertising campaign, is a new life-affirming vector for those young people who are the current generation of Levi's®. Powerful brand energy, stories his followers and cult models are what lies at the heart of the project. We We always adhere to an optimistic attitude and do everything to make it the clothes we create are charged. Because of this, the fans continue to love the Levi's® brand, ordinary customers are turning into true connoisseurs, and the brand itself retains a strong position and relevance. We want talk about true self-expression and the clothes that become the standard individuality and self-perception. The "Live in Levi's®" advertising campaign confidently and proudly declares that Levi's® clothing is truly "for everyone who not just one of them all,” says Jennifer Sey, Director of marketing of the Levi's® brand.

Today, more than 140 years after the creation of the world's first jeans, one thing is clear: Levi’s® clothes are loved and worn by so many - presidents and movie stars, farmers and style icons, entrepreneurs and representatives a variety of professions and activities. The advertising campaign seeks to express the essence of a cult brand that always embodies the spirit of its time.

“The brand is based on authenticity. Levi's® created the first jeans, while the "Live in Levi's®" campaign captures moments that tell means wearing Levi's® jeans now, says Eric Springer. Springer, Chief Creative Officer of FCB West. — She shows contagious joy that you experience, living without looking back and doubting where Levi's® clothing is part of your life story."

Photoshoot for print media and outdoor advertising campaign hosted by Jason Nocito. The photographs feel boundless love for life and a strong belief in yourself. Key campaign slogans: “Wear jeans. Live at Levi’s®” (“You wear jeans. You live in Levis”)/ “501. Invented by us. Completed by you” (“501. Started by us. Finished by you”).

The campaign also produced a short film compiled from video sketches from people around the world, which will be launched in social networks in early August.