Deep Blue: when the world zigs, zag

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In 1982, when Levis was planning to launch their Black Denim, they got BBH to create a poster. It was a poster with all the white sheep going in one direction and in the middle of it was a black sheep going the opposite direction. And it just simply said, “Black Levi’s. When the world zigs, zag.” The black sheep later became the company logo for BBH.

Levis Black

Over the years, Levis has become the benchmark for jean category advertising specially ads which are high on the romance or sex quotient. Attraction to the opposite sex – executed in myriad ways. Years ago, one of the Creative Directors I worked with had a mantra: go against the grain of the category ads. If he were to work on an ice cream ad, he will study the category advertising and avoid what others have been doing.

This jean ad for Deep Blue falls in that category. It is so different from the fashion apparel ads, it stands out. Apart from being a visual pun of the Deep Sea, don’t ask me what else it conveys.


Advertising Agency: Saatchi & Saatchi, Copenhagen, Denmark
Creative Director: Simon Wooller
Art Directors / Copywriters: Rasmus Petersen, Lasse Bækbo Hinke
Post Production: Morten Meldgaard, Utopia Design

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