The Russian Levi's advert is about a man who arrives at a Russian airport and needs to get to his apartment in hope that his pair of Levi Jeans will not be confiscated.
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Introduction
The Russian Levi's advert is about a man who arrives at a Russian airport and needs to get to his apartment in hope that his pair of Levi Jeans will not be confiscated. The advert was set during the time of the Russian Revolution, where Russia's rival country was America. The Levi's jeans represent Rebellion and Freedom, which was American Ideology, something that Russia was totally against. Russia was a communist country so the people had to follow one leader, and any one who did not obey the Russian rules or customs would have simply been shot or arrested. There is evidence to back this up as the advert starts off with a close up shot of a large poster of Lenin, a Russian leader. The customs officer begins to search the traveller's luggage and finds a James dean magazine. James Dean is also American so the customs man instantly is shocked and turns to his colleague to ask weather the magazine should be permitted into the country. Just as he turns to his colleague, a large group of Russian militaries march by. The customs man immediately stops searching the luggage and salutes to the leader of the troop and quickly dismisses the traveller. The traveller who is now desperate to get to his apartment rushes to a bleak, deserted looking train station and takes the next train home. ...read more.
Middle
At the end of the advert there is a close-up of the man's hands unwrapping the mysterious package to reveal a pair of blue Levi's jeans. The camera focuses on the red label and then a slogan appears in Russian saying 'There's Blue Jeans And then there's Levi's.' Although the Russian and the Laundrette adverts are very different to each other the endings are very similar, as the viewers do not know what the advert is marketing until the end when there is a close-up of a Levi's red tag. Also another similarity is that both adverts keep the viewers drawn by creating captivating story lines which ensures viewers will watch the whole advert to see what happens at the of the story. The advert was marketed towards youth who wanted to be rebellious and non-conformist, it was clear from the fear of the man in the advert that he was risking persecution in order to make a personal statement. The people who would buy these jeans would share the same beliefs and ideology of the man in the advert; they would stand up for their rights and believe in freedom and equality. I think the man in advert was brave and courageous and made people think if they too wore these jeans they would be different and individual to everyone else as they would express their opinion of repression through wearing the Jeans. ...read more.
Conclusion
His body posture was calm and relaxed which gave the impression he was boosted with confidence. His behaviour was rather rebellious as he stripped down half naked, but he seemed to not care about what everyone else thought. He took his time to remove his clothes so there was no sign of nervousness or tension; by looking at his actions and at the speed he moved at we could easily tell that he was full of pride and thought much of himself. The soundtrack for the laundrette advert is by Marvin Gaye- I heard it through the grape vine, it suggests freedom and the song line 'it took me by surprise' matches with the scene. This song has a much happier mood to it, and has a slight sexy summery vibe too. In my opinion I feel that the adverts target a larger audience than would be perceived from the adverts. The laundrette advert appeals to the youthful and those who want to remain youthful. In the Russian advert the jeans give the feeling of power and rebellion, which is very clever of Levi's, as they will sell their jeans to many people. The company doesn't just sell the product itself but they sell the feelings that are associated with the product, such as individualism and defiance. By Sonia Kalsi ...read more.
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