Walk The Line
Johnny Cash is one of my all time favorite artist and let it be known that for that reason alone I personally found this ad appealing. I concluded that I like this commercial only because it reinforced my existed liking of Levi’s Jeans and Johnny Cash. But despite my “I like it just because” attitude, Ogilvy has a reason for why I may like it just because. According to Ogilvy, the Levi’s commercial would fall under the Brand Image aspect of how to produce advertising that sells. Levi is selling an image, because it isn’t any secret that their jeans are pretty much exactly the same as all the other brands. The image they are trying to get across is created by associating two distinctly American icons. Johnny Cash represents with his country folk twang a feeling of the good ole hard working American roots. I think that Levi wants to attach itself and affirm that it too still embraces those American roots. Also I found a couple connections among some of the Six Tugs-of-War. One being Intellect vs. Emotion because the ad in no way explains the actual capabilities of the product other than it is possible to walk a straight line while wearing Levi’s. The ad rather focuses on the emotion that is created when this couple seems to gravitate toward each other whilst a trendy remake of Johnny Cash’s Walk the Line is playing. The second connection is Sight vs. Sound because there is a very strong memory association with the American public and the song, Walk the Line. So the next time Walk the Line is playing hopefully you will think of Levi Jeans.
