This print ad created by Wieden + Kennedy for Levi's "Curve ID jeans" is an example of an ineffective ad campaign. In addition to print, Levi's used OOH platforms across the United States for this campaign. While its intentions are good in the ad copy saying "hotness comes in all shapes and sizes," the problem is that all of the models are very thin! Meant to target women from 18-30, Levi's hopped on the bandwagon that Dove saw success with in promoting real women and their curves. In reality, the wider audience is woman looking at this ad and thinking the models are "curvy," (when in fact, they're all supermodel skinny!).
Meant to represent a rebellious ad, other versions include copy that says "We should be able to go into stores and find jeans that fit us instead of us having to fit into the jeans!" This is a view that definitely goes against society's standards, and it is a positive message. The imagery of the ad is one that would appeal to the average college-aged female, and it's fun and different. Levi's pushes the theme of individuality and accepting one's uniqueness. Each of the women are thin and pretty -- so any girl will think to themselves, "I want to look like that." Another issue I have involves the lack of diversity in the ad, it's all 20-something skinny white females.
While I can appreciate what Levi's and Wieden + Kennedy were trying to convey, I feel that they missed the mark. If they used diverse and actual curvy girls, this ad could've made a much deeper impression on consumers. As a young woman, I'll stop and look at an ad if it's different; especially if it features models that aren't the standard size-zero runway model. Had the advertiser done this, the ad would have been much more believable and I'd be more likely to find out my Curve ID.
Meant to represent a rebellious ad, other versions include copy that says "We should be able to go into stores and find jeans that fit us instead of us having to fit into the jeans!" This is a view that definitely goes against society's standards, and it is a positive message. The imagery of the ad is one that would appeal to the average college-aged female, and it's fun and different. Levi's pushes the theme of individuality and accepting one's uniqueness. Each of the women are thin and pretty -- so any girl will think to themselves, "I want to look like that." Another issue I have involves the lack of diversity in the ad, it's all 20-something skinny white females.
While I can appreciate what Levi's and Wieden + Kennedy were trying to convey, I feel that they missed the mark. If they used diverse and actual curvy girls, this ad could've made a much deeper impression on consumers. As a young woman, I'll stop and look at an ad if it's different; especially if it features models that aren't the standard size-zero runway model. Had the advertiser done this, the ad would have been much more believable and I'd be more likely to find out my Curve ID.
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