American Tourister: The dancing bags.

How often do you spot an ad with tamil lyrics and a young bunch of enthused models having fun on the exotic sunny streets of Paris, all together? Well, the latest TVC for American Tourister is just that. And they did get it, spot on.

Created by JWT Hongkong, what really attracts me is its vibrant youthful energy that the ad radiates, obviously impersonating the young range of Vivolite. I mean, wouldn't we love lighter luggage in fresh cool colours like these? Honestly, I am done with black. High time we add colours to travelling. And to those conveyer belts.

The sunshine look of the ad has been executed with some brilliant camerawork and of course the pacy editing that packs a lot in those 30 seconds.  The soundtrack, put together by Mortan Wilson of Schtung Music reminds me of the Nike cricket ad with those Goan lyrics (incidentally made by JWT India) that instantly makes you want to get up and add some sizzle to your life. While Mr. EPS Menon, CEO Samsonite South Asia believes that their brand reaches out to the growing Indian segment of youths world over, it is not surprising that the campaign goes out of its way to justify that with an indianised soundtrack, customised especially for the Indian market. The rest of Asia has the ad backed up with an english soundtrack.

Though I don't know what those lyrics mean (and most of us may not), I am sure it would stir up the travellers to have some fun.  Seems like it IS going to take on the world.

Levi's Revel TVC : The denims are talking!

I am liking the ads by Levi's; as much as I LOVE the fit of these denims.

Crisp, Fine, Classic. Just like the denims, the ads are right on the button.

The new campaign by Levi's for the launch of its denims 'Revel' carries the intriguing tagline 'Let your body do the talking. And while you may have seen a girl upside down in the print campaigns, their television spots are as fetching.

THE TV CAMPAIGN

The mood fits the ad. The song fits the mood. And the girls are just having fun. Like teh tagline, letting their body doing all the talking. The new ad by Levi's Revel is fairly simple. Get a couple of Korean and Indian models together to just walk around the screen in a pair of fitted denims. In empty offices, elevators, streets, rooms. Just be. I love how it focusses purely on 'movement'. Letting the body be the medium of expression, making us realise the important part it plays in how we are looked at. The girls moving to the perfectly matching beats of the catchy song 'Shake Your Booty' by Bunny Sigler. Honestly, its the superb use of the song that makes you sit up and take notice of the very well synchronised edited frames. 

There are not many brands that hail in the marketshare of denims but Levi's doesn't seem to take that for granted and still, year after year, produces some work of class, making women's butts a serious part of their business. The ad was created by a combination of Wieden & Kennedy Shanghai, Knock Inc., shot in Minneapolis by Levi's internal teams and OMD, its global media agency. 

If put to a gunpoint, the only flaw that I can think of is the absence of fuller women in the ad. If it makes denims for women all sizes, let's see some of them too, shall we? Meanwhile, put your speakers on full mode and enjoy this funky bassful 1974 classic by Bunny. Are you feeling it? YEAHH!