There is a fine line between the impulsive and the rational, and Levi’s campaign is about being ‘all in’ the moment – be it with a new hairstyle, a chance on a relationship or a crazy game with friends.
Levi’s new campaign film ‘For Now, For A Lifetime.’ conceptualised by Spring Marketing Capital celebrates following one’s instinct and is a montage of people taking that plunge, big and small.
While it is a joyride in an autorickshaw for actor and brand ambassador Deepika Padukone, it is a new hairstyle for someone, a chance at a relationship for another and even committing to a pair of cutoffs for someone else.
Saikot Das, Marketing Director – South Asia, Middle East & Africa at Levi Strauss & Co., said in a LinkedIn post on the brand film: “7 seconds…that’s how long it takes for our brain to turn a ‘yes’ into a ‘no’, before a decision made from instinct gives way to logic, reason, and hesitation. Every time you go “I’m in”, you learn something new about you; what moves you, what makes you tick and even what you can’t stand. There are pieces of you hidden in all the things you haven’t tried. The more you try, the more you know. Our campaign “For Now, For A Lifetime.” captures what following your instinct looks like. It celebrates how these all-in moments, the ordinary and extraordinary, become memories that stay with you for a lifetime. So get in the car. Dig in to what’s on your plate. Let the high kick in. Move in. Dive in. Jump in. Just let it all in – till you find all of you,”
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