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It seems that both Levi's and Lee jeans are vying to position themselves as the jeans for the fun-loving individual. Both launched their respective campaigns last year, but with fresh posters plastered across London's underground, neither brand seems willing to give up the fight.
Developed by FCB, the global campaign "Live in Levi's" is inspired by the millions of stories consumers tell about the things they do in their Levi’s. Similarly, Lee wanted to emphasis their brand ethos - that style and fit are important, but it's what you do in your jeans that really matters."
Can you see what I am getting at?
No? Well, the similarities don't stop there. Both brands' print ads and posters display almost identical content. While the subjects in the ads are by no means ugly, they are creative, artistic real people, not models. Trying to emulate what people really get up to in their jeans, the images feature twentysomethings messing around, cavorting and generally enjoying life. The main difference between the ads is the lack of copy lines in Lee's advertising compared with Levi's. Lines such as "Fall head over heels" and "A classic since right now" feature heavily on the Levi's ads whereas Lee's have only one, "Premium denim quality in motion".
Now, this could just be coincidence and part of both brands ongoing attempts to stay "relevant". I must say though, seeing the ads placed in the same tube station and conveying almost identical messages makes me wonder whether there isn't something more to it!
Can you see what I am getting at?
No? Well, the similarities don't stop there. Both brands' print ads and posters display almost identical content. While the subjects in the ads are by no means ugly, they are creative, artistic real people, not models. Trying to emulate what people really get up to in their jeans, the images feature twentysomethings messing around, cavorting and generally enjoying life. The main difference between the ads is the lack of copy lines in Lee's advertising compared with Levi's. Lines such as "Fall head over heels" and "A classic since right now" feature heavily on the Levi's ads whereas Lee's have only one, "Premium denim quality in motion".
Now, this could just be coincidence and part of both brands ongoing attempts to stay "relevant". I must say though, seeing the ads placed in the same tube station and conveying almost identical messages makes me wonder whether there isn't something more to it!
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