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Kamen’s “Lauderette” was shown for the first time on Boxing Day 1985. Thought up by John Hegarty and Barbara Noakes of BBH, the ad campaign was designed to try and save Levi’s flagging fortunes; the company was under attack from all sorts of other fashionable brands. In short, Levi’s (which had been going since the 1850s) were ...
Nov 19, 2020 · Laundrette was the brainchild of John Hegarty, cofounder of advertising agency BBH (Bartle Bogle Hegarty). BBH won the Levi’s® account in 1982 and the agency was keen to enliven the brand and our famous jeans in Europe. BBH planned a fresh new campaign, dubbed The Original Jean, and planned the best timing for a launch — the after ...
BBH had won the Levi’s account three years earlier in 1982, inheriting a brand and a category in crisis. “People used to talk about the doomsday scenario when jeans would go completely out of fashion. They were a phenomena that had almost gone,” according to BBH co-founder and the creative director behind the 501 campaign, Sir John Hegarty.
Bartle Bogle Hegarty's global CMO reflects on the significance of the 1985 Levi's ad 'Laundrette', following the death of its star, Nick Kamen. Last Wednesday we learned of the passing of Nick Kamen. Too early and too sadly. It compounded the feeling we are losing so many of our heroes lately. But perhaps that is what every 40-something ...
Apr 8, 2022 · To get ideas, Hegarty and Barbara Noakes turned to the past, to the era of the 501 and Levi’s when they were hip and fashionable Fortunately, Hegarty was a child of the denim generation.
Jun 14, 2022 · John Hegarty and Barbara Noakes of BBH recruited director Roger Lyons to shoot the ad, which features the previously unknown model Nick Kamen, who strips down to his boxers before loading his ...
When the world zigs. In 1982, Levi’s launched black jeans in the UK. At the time denim was invariably blue so Levi’s wanted to capture the rebellious spirit of those opting for black. The ad by BBH became a classic. But the strapline, written by Barbara Noakes, “When the world zigs, zag”, has relevance beyond fashion.
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