Julian Lee Deputy news editor Marketing
You can always rely on the explosive talent of Levi’s and Bartle Bogle
Hegarty to give you more than just an ad.
And ‘Riveted’, which marks Levi’s return to terrestrial TV, is no
exception. Here is unabashed denim-wrapped drama posing as a jeans
This ad delivers the same kind of nitty-gritty tones of recession-hit
America which won BBH awards with its ‘Drugstore’ commercial.
As usual the company chooses to home in on one element of its classic
501 brand and, as the title suggests, this time the rivet does the star-
But whatever you do don’t let that get in the way of the action that
explodes on the screen over the next 60 seconds.
Levi’s borrows the tried and trusted cinematic theme of two convicts
being chased by the law.
The pursuing cops are the ugly types that are only to be found in the
deep South of the US. Even their baying bloodhounds are better looking
than they are.
The cons are, of course, the sort of good-looking guys that are just
never to be found in the South. More Terry Mugler than Mississippi.
Black and white and chained together, they struggle to evade the forces
of darkness, evil and unfashionability.
Wearing their Levi’s, which get the usual forest ’n’ farm work
durability test, they make good their escape.
And if you missed the heavy symbolism then you can always try spotting
the cinematic references borrowed by the director to give a certain
genre feel to the film.
The duo scramble through a forest and the black man trips over to be
picked up by the white man. Cue Sidney Poitier and Tony Curtis in The
Defiant Ones. They come to the edge of a hillside and are forced to jump
into the ice-cold rapids below. Thank you Robert Redford and Paul Newman
in Butch Cassidy and The Sundance Kid.
Cut to the final escape where they jump on to a speeding freight train
emerging from a tunnel. Frank Sinatra’s finest in Von Ryan’s Express.
And what about the rivets I hear you say? They make their debut at the
end when the two convicts jump on to the speeding train. One con
desperately holds on to his partner by the seat of his pants, and yes,
it’s the rivets that save the day.