Laundrette
- Brand:
- Levi
- Agency:
- BBH London
1986FilmVideo · YouTube
Timeless principle
Make the product the natural prop in a scene people want to inhabit.
The idea
Have a confident young man strip to his boxers in a laundrette to wash his Levi’s the old-fashioned way.
Why it works
The period setting, music and unhurried performance turn a product wash into cultural theater. Levi’s are central without being discussed, carrying rebellion, sensuality and American cool in the same garment. The film sells a mythology of wearing them.
