Firehouse Blog » Fashion http://thefurnace.firehouseagency.com Firehouse is an idea-driven ad agency and The Furnace is where we let out a lot of the stuff that lives in our heads. So read, play, comment and even challenge us and hopefully we will all get a little smarter. Thu, 09 Sep 2010 19:49:57 +0000 http://wordpress.org/?v=2.8.1 en hourly 1 Great creative on the big screen http://thefurnace.firehouseagency.com/2009/09/02/great-creative-on-the-big-screen/ http://thefurnace.firehouseagency.com/2009/09/02/great-creative-on-the-big-screen/#comments Wed, 02 Sep 2009 21:10:19 +0000 Jeff http://thefurnace.firehouseagency.com/?p=809 Popcorn and soda in hand, eyes dilated from the luminous glow of the big screen, I arrive 30 minutes early to a summer blockbuster. Thirty-five seats full and I’m the only nerd looking forward to the behind-the-scenes look at the new cable series, The Cleaner, along with all the amateur cinema ads touting, “Hold your next business meeting here.” Lame? Yes. And yes.

Just before I turn my phone to vibrate, something catches me. Through the clutter breaks a beautifully directed :60 from Wieden + Kennedy for Levi’s titled, “O Pioneers!” As part of Levi’s “Go Forth” campaign, this short captured me from the first frame. At first, I thought to myself this movie looks eclectic and artsy. Then quickly realized it was an apparel ad. If someone asked me to explain it, I would describe it as Abercrombie and Fitch meets Martin + Osa meets The Lord of the Flies, circa 1990.

Highlighting western youth culture, shots of darkness are merged with beautiful portraits of elements of earth, air, fire and water. Scenes of young adults experiencing life, love and adventure resonate deep within me. Vignettes of men and women raging against…err…whatever they’re raging against. Tearing off their shirts, running through fields of gold.

I am right there along with the story line and then…BAM! Tag and Logo.

I was left there in the darkness asking myself, “What the hell just happened?!” Motivated and energized, for some odd reason, I want to jump up, tear my shirt off and go running through the theatre. Damit! Levi’s just got me. I thought I was immune to this stuff.

This spot, along with other Levi’s spots, always seem to highlight sensitive social topics. They seem to always push the boundary. And that’s what great creative should do. Challenge convention.

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