Levi's commercial - Laundrette

A classic from the BBH stable, this ad announces the launch of the first Levi's stonewashed jeans. It's 1950s small town USA, a GI stands watching the girls. Behind him a man walks into a launderette carrying a bag of small rocks which he pours into one of the machines. He then proceeds to remove his clothes down to his boxers and socks, and put them in the machine. A thoroughly honed physique is admired by all as he takes his seat against the wall. Levi's: Now available stonewashed

Levi's: Laundrette
Agency: Bartle Bogle Hegarty (BBH)
Creative: John Hegarty; Greg Mills; Barbara Nokes
Director: Roger Lyons
Production: Mike Dufficy & Partners
Director of Photography: Richard Greatrex
Editor: Ian Weil
Music: Karl Jenkins, Mike Ratledge
Brand: Levi's

• Category

  Film & Animation

[ConductiveDan]

This was actually directed by the late Roger Lyons... a great great friend of mine and my mothers' and unofficial godfather to me (naughty uncle Roger!)

His death was a tragic accident and It's great to see people appreciating his work.

Im sure he would have gone onto huge things and he did alot of great work.

Small fact- No boxers on set at last minute so those are actually Roger's fathers plucked from a draw in the nick of time!

Please continue to honor his work and memory! :')

[topliff12345]

fantastic body, shame about the socks !

[ciaboheimer]

He is straight, he went on a couple of dates with my mum when she was young and chased her around for a bit :')

[Alison Utting]

Definitely Nik Kamen - he was all over the teen mags for years!!!

[BigPhil22]

According to John Heggarty's book this was done for the Northern European market. It became a global hit. They made the button fly 501s iconic, launched sales of boxer shorts and IIRC made a #1 hit of Marvin Gaye's song.

[trooperJac]

Eddie Kidd!!!!!!!!!! - You can't have been around in the 80s, you would never have got that wrong :D

Eddie Kidd did make a Levi commercial but this is the most famous and successful commercial ever made. 501s were fucking everywhere because of it, I still have a pair of 'em today. This guy is Nick Kamen.

[Spiderswe8]

And the song is Heard it through the grape vine

[Spiderswe8]

I believe his name is Eddy Kidd He it a Model/Stuntman

[96sk8rdude]

song?

[WhoHatePeople]

did this ad for English Media. The guy is really hot ;o My teacher definitely thought so...