This year will mark the 150th Anniversary of Levi's 501 jeans, the model from which almost all jeans originated and which inspired the birth of the denim market. Throughout its history, the 501 Original model has been a beloved garment, also worn by millions of innovators, change-makers, intellectuals, artists, and creatives.
To mark the occasion, Levi's wanted to celebrate the important birthday of this garment, its fans and their stories, by launching "The Greatest Story Ever Worn" campaign.
Throughout the year through this campaign, various commercials will feature some of the bestselling variants of this most successful garment.
Among the first three released spots, there are two directed by Martin de Thurah and Melina Matsoukas - starring reissues of 1981 and 1954 women's and men's models and presenting different stories that highlight the history of 501 jeans and their constant presence in everyday life, including important historical and cultural moments over the past 150 years.
"Few products, especially in the field of clothing, are as iconic and enduring as the 501s. Born as humble work pants, Levi's 501s are the perfect blank canvas for self-expression, capable of transcending all geographic, cultural and social boundaries," said Chris Jackman, Brand Marketing VP, Levi's.
Among the first short films presented there is "Precious Cargo", a historically inspired story telling about the arrival of the 501 model in Kingstone, Jamaica, in the 1970s when everyone wore them customizing them and making them unique.
The commercial directed by Melina Matsoukas and shot by the Oscar-nominated cinematographer explores an island and the rhythms that influenced the world and the evolution of music.
"It was the first Levi's commercials that inspired me and got me into commercial filmmaking. It is an honor now to be part of this important cinematic history," said Matsoukas.