Classic Advertising from the Adbrands Archive

 

Levi's "Creek" by Bartle Bogle Hegarty (1994)

It was its work for Levi's that first put Bartle Bogle Hegarty on the map in the mid-1980s with the famous 'Launderette' film, and as the denim brand's sales soared over the next decade so too did its advertising budget, and the agency's creative imagination followed close behind. That partnership reached what is probably its climax with 'Creek'. This is an ad that excels on every level: concept, casting, photography (as lustrous as an Ansel Adams plate), direction (by that era's top duo Vaughan Arnell and Anthea Benton), music (from Scottish band Stiltskin), and above all the script, with its matchless final gag. The ad would be fabulous without the final reveal, but it's that wholly unexpected joke that elevates it into a class of its own. There would be great Levi's ads still to come - Michel Gondry's 'Drug Store' appeared a year later, with an alternative explanation for what you always thought was supposed to be an extra coin pocket - but 'Creek' is the one that will live forever.

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