Lessons from Levi’s in acceptable sexualisation, as published in The Drum
Levi’s really knew what it was doing when it put a diamanté-encrusted, denim-clad Beyoncé centre stage in its latest ad - Pool Hall. Sexy, curvaceous and commanding. Beyoncé is taking no prisoners – in the pool hall and beyond. There will be people who find the overt sexualisation in Levi’s new ad challenging, (I’ll admit, I had to question my own initial reaction to it), but for me, it’s not a question of female objectification, it’s a question of ownership of power - and Beyonce is very much in control.
When it comes to the fine line between acceptable and unacceptable sexualisation in advertising, Levi’s treads expertly. The key to landing on the acceptable side of sexualisation in this case, is completely down to the choice of Beyoncé as protagonist. She undeniably represents and embodies female empowerment; objectification is off the table – Beyoncé’s not asking for approval, she's commanding attention. It’s the second time Levi’s has revisited one of its iconic ads using the star, having already recreated its iconic Launderette ad from the 1980s last year. Levi’s is staying true to its rebellious spirit and ability to tap into the current cultural context and how that context challenges gender roles and representation, once again turning the gender narrative and ideas of what is culturally appropriate on its head.
From a behavioural point of view Levi’s is tapping into the Nostalgia Effect heavily with these reworkings of its famous ads from the past; in Pool Hall, shot-for-shot in some instances. This behavioural bias explains our tendency to reminisce about the past in a positive light that leaves us wanting to spend money now. Coupled with the power of long-term consistency, this strategy has the potential to drive immediate sales.
Remaking the original ads but in a completely new cultural context is a stroke of genius – demonstrating how brand positioning can be consistent while being dynamic in its execution and absolutely deliver brand memorability. Fashions and cultural cues change but Levi’s rebellious spirit endures, even as the definition of rebellion differs considerably 40 years on from the original ads. Levi’s is a lesson in achieving brand memorability because it taps into its audiences’ deepest motivations.
Only brave brands – those certain of their positioning and sure of their zeitgeist radar – take part in the celebrity and empowerment branding balancing act. Recent history is littered with those who aligned with the wrong celeb or were too slow to react to a changing cultural tide. Beyoncé’s success means the risks are reduced for Levi’s and so it can safely raise the volume on the female sexualisation/empowerment dial.
The timing of this collaboration is no coincidence. With Beyoncé's Cowboy Carter tour imminent it’s a strategic no-brainer and a great move for both parties. Levi's is effectively enjoying the halo effect – using the positive perceptions associated with Beyoncé to boost its brand and its currency with younger generations. This creates massive personal relevance and cultural resonance – which translates into buzz and social media engagement. This is a very smart move.
By recreating an ad that Levi’s target audience – a younger generation of women (and Beyoncé’s fanbase) – will be much too young to remember, Levi’s is drawing on its iconic status in advertising history and tapping into its own cultural significance. This will undoubtedly generate more buzz and conversation, while also offering a nod of recognition and nostalgia to an earlier generation of jeans wearers. If they are the ones who may be most uncomfortable with the sexualisation, they will also be the most likely to be appeased by the familiarity – albeit turned on its head.
