Sunday, 18 September 2011
'A Midsummer Nights's Dream' - Re-engineering Shakespeare with BBH & Levis
At one point I felt like, if there was an ad that I most wish I had made, it would be this one....
‘Midsummer’ by BBH London. It is a modern take on Shakespeare's ‘A Midsummer's Night Dream’ for Levi's 501 Jeans with Anti-Fit.
Set in the urban streets of LA, the advertisement presents an entirely original interpretation of Act 3 Scene 1, employing the usually absurd and comedic Shakespearian text and instead using it to dramatic and heroic effect.
I envy the advertisements use of creativity on every level: the entirely original interpretation of the classic text, the editing that gives the advert the complete feel of a short movie, the evocation of romance perhaps unexpected or unwarranted of a jeans advertisement, fulfilling the brands mission statement and brief absolutely (Levi’s presents itself as a brand that “appeals to people with a desire to stand out and the confidence to express themselves in an original way.”)
The ad works whether or not its intended audience recognize the Shakespearian and theatrical significance of the piece. However, although it is not possible to gauge an advertisement’s ‘success’(i.e. whether the ad is either ‘good’ or ‘bad’) until you know the actual objectives behind the advertisement, I consider this advertisement to be massively effective in its understated simplicity.
The ad still gives me shivers – love it.
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