This is a classic ad for Levi's jeans, created by BBH and directed by the fabulous Jonathan Glazer (who is responsible for another of my favourite ads - the Guinness 'Surfer' spot).
The 60-second spot grasps the viewers’ attention immediately and manages to hold it intently throughout, due to its combination of powerful imagery, intriguing plot and emotive music.
Whilst the ‘Odyssey’ spot is both visually and spiritually stirring, some people could argue that the decision to use a score of classical music for an ad that is supposed to capture the imagination of a young generation of new buyers makes no sense. Mood music for young people is typically pop and rock. Pretty much everything and anything comes before classical. Therefore using a classical piece (which originated over 250 years ago) in order to sell fashion and lifestyle to under-twenties breaks all rules and conventions. However, the music perfectly fits the pace of the drama and succeeds in building tension throughout. The music is unexpected, pioneering even, and it is the use of classical that takes this ad and transforms it into a piece of theatre.
The ad may be seen as slightly pretentious and over the top, but I feel it has a strong narrative and authentic performances. The CGI is totally believable and the great imagery of running and jumping successfully epitomises freedom. I think this ad represented a new level of excellence in television commercial effects work.
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