How the Levi’s laundrette ad ended up being God’s gift to boxer short sales
Advertising agency Bartle Bogle Hegarty created some of the most memorable and successful campaigns of all time, including Audi’s Vorsprung Durch Technik and the retro-styled Levi’s ads, like the one that catapulted singer-songwriter and model Nick Kamen to fame.
One of the founders of BBH, Sir John Hegarty, spoke to Ros Atkins for the latest episode of The Media Show, and he had this fascinating behind-the-scenes anecdote about the laundrette-based ad.
Loved hearing this. It's the story of the Levi's ad with Nick Kamen. And how an intervention by the advertising authorities led to sales of boxer shorts going through the roof. As told to me by Sir John Hegarty for The Media Show. Full episode on @BBCRadio4 later. pic.twitter.com/XjHErLpFVr
— Ros Atkins (@BBCRosAtkins) August 2, 2023
“If you put him into a pair of boxer shorts, that will be okay.”
That’s a bit of an *lowers sunglasses* undiestatement.
Moving on …here’s what tweeters thought of the clip.
1.
So, in the 80s, these BBH ads for Levi’s were an Enormous Deal. Other jeans brands complained that when they did their own advertising, Levi’s sales went up, that’s how entirely they owned the market… https://t.co/lXWWvIn2T3
— Ed Stern (@EdStern) August 2, 2023
2.
Game changing campaign for me and the first time I remember being directly affected by an ad. No one wore Levi’s 501s when I was a teen. They were ‘Dad Jeans’ until this
— Arron O'Hare 💙 (@ArronOHare) August 2, 2023
3.
Love this story. So many great ads have to deal with a last minute hurdle that eventually makes them greater. https://t.co/I6riLRJqjD
— Gillian Rightford (@grightford) August 2, 2023
4.
I remember buying my first pair of 501s in Dun Laoghaire, and the guy in the shop talking about all the people who were asking for boxer shorts after seeing them in the ad. https://t.co/wmTjnrZP9P
— Mark Tottenham (@mark_tottenham) August 2, 2023
5.
My then boyfriend (now husband) started wearing boxers after this and still does 😄. Also due to the female gaze shown in this ad it may have helped kickstart The Chippendales as a phenomenon.
— Susie Powell (@PowellSusie) August 2, 2023
6.
Amazing story, and a great reminder of the power of a truly great ad to actually sell stuff, not just win awards. https://t.co/XiYrfJvRO6
— Dylan Viner (@dylanviner) August 2, 2023
7.
Made me change my pants… choice of pants. https://t.co/sRE3GmwBSF
— Mike Hughes (@mikehughes_LDN) August 2, 2023
8.
Not just sales of boxer shorts, the sales of the music used in those Levi's ads were huge
— AndyP (@MrBenWasTheBest) August 2, 2023
Ros had this unsurprising addition.
Think the first time y-fronts have come up during an interview on The Media Show. Though stand to be corrected… https://t.co/FEv73fC0A0
— Ros Atkins (@BBCRosAtkins) August 2, 2023
You can listen to the full episode of The Media Show here.
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This Austrian banking advert full of classic memes is 45 seconds very well spent
Source Ros Atkins Image Screengrab, Screengrab
