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Levi's “Legacy” 2012

Levi's “Legacy” (2012) is a Levi's commercial directed by Ralf Schmerberg for Andrew Schafer, produced by Donna Portaro. It won 2 awards, including Clio 2012 Silver — Film / Television/Cinema and One Show 2012 Bronze Pencil — Consumer Television.

This ad is a montage of young people living life to the fullest, embracing freedom and adventure, set to a powerful spoken word poem about seizing life's opportunities.

Video: Munir Abbar on Vimeo

Shot by shot

  1. The ocean waves crash against rocks at dusk, with a soft pink and purple sky in the background.© Levi's0:00
  2. A person with long hair and a feathered garment raises their arm towards a sunset over a city skyline and forest.© Levi's0:04
  3. Three people walk away from the camera on a cobblestone street, wearing dark clothing and jeans, in an urban setting.© Levi's0:11
  4. A person's hand rolls up the cuff of their denim jeans, revealing their leg, with a bicycle wheel blurred in the background.© Levi's0:15
  5. A young man in a tank top and jeans sits in a makeshift boat made from a bed frame, powered by an outboard motor, on calm water.© Levi's0:19
  6. A young woman with dark hair and a grey hoodie looks off-screen to the right, with blurred city lights in the background at night.© Levi's0:21
  7. A young woman with long hair swims underwater in a pool, with sunlight dappling through the surface, creating a serene and ethereal atmosphere.© Levi's0:27
  8. A young woman in a sequined top and denim shorts swims underwater in a pool, with light reflecting on the surface.© Levi's0:30
  9. A young male musician in a shiny red jacket plays a flaming electric guitar in a dark, industrial-looking room with an exit sign.© Levi's0:36
  10. A young couple, a female with brown hair and a male with curly brown hair, kiss passionately in a dimly lit room.© Levi's0:38
  11. A person in a grey hoodie and blue jeans is seen from the waist down, bending over in a pile of colorful leaves.© Levi's0:42
  12. A young woman with long brown hair, seen from behind, stands on a rooftop overlooking a city skyline as the sun sets.© Levi's0:50

Stills © Levi's. Made by Andrew Schafer, Donna Portaro and Ralf Schmerberg.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Live life to the fullest, embrace freedom, and seize opportunities.

Tagline: “GO FORTH”

youthful rebellioncarpe diemurban explorationnature's beautyempowering narrationfound family

The cut

Length
61 s
Shots
39
Average shot
1.6 s

What creatives use Levi's “Legacy” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Levi's “Legacy”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    The ocean waves crash against rocks at dusk, with a soft pink and purple sky in the background.© Levi'sA person with long hair and a feathered garment raises their arm towards a sunset over a city skyline and forest.© Levi'sThree people walk away from the camera on a cobblestone street, wearing dark clothing and jeans, in an urban setting.© Levi'sA person's hand rolls up the cuff of their denim jeans, revealing their leg, with a bicycle wheel blurred in the background.© Levi's
    Frames from Levi's “Legacy”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Levi's “Legacy” in order, with its length, framing and what happens in it.

    The ocean waves crash against rocks at dusk, with a soft pink and purple sky in the background.© Levi'sA person with long hair and a feathered garment raises their arm towards a sunset over a city skyline and forest.© Levi'sThree people walk away from the camera on a cobblestone street, wearing dark clothing and jeans, in an urban setting.© Levi'sA person's hand rolls up the cuff of their denim jeans, revealing their leg, with a bicycle wheel blurred in the background.© Levi'sA young man in a tank top and jeans sits in a makeshift boat made from a bed frame, powered by an outboard motor, on calm water.© Levi'sA young woman with dark hair and a grey hoodie looks off-screen to the right, with blurred city lights in the background at night.© Levi's
    Length: 61 s · Shots: 39 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a youthful rebellion

    Before you present an idea, you need to know who has done it, and how.

    Levi's “Legacy” is built on a youthful rebellion. Search the library by idea to see every spot that uses it.

    Surge “Feed The Rush”© SurgeEE “The Curfew”© EEAbercrombie & Fitch “This is the Time”© Abercrombie & FitchLevi Strauss & Co. “Legacy”© Levi Strauss & Co.
    Surge · EE · Abercrombie & Fitch · Levi Strauss & Co.

More commercials by Ralf Schmerberg

  • Nike "Los Toros" (1999) commercial still© NikeNike “Los Toros” 1999Dir. Ralf Schmerberg · Wieden+KennedyThe One Show Silver 1999
  • Levi Strauss & Co. "Legacy" (2012) commercial still© Levi Strauss & Co.Levi Strauss & Co. “Legacy” 2012Dir. Ralf Schmerberg · Wieden+KennedyCannes Lions Bronze 2012
  • Be the Meister "Twelve - Be the Meister" (2017) commercial still© Be the MeisterBe the Meister “Twelve - Be the Meister” 2017Dir. Ralf Schmerberg · Oppermann Weiss

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • River Island "Lou Dalton" (2016) commercial still© River IslandRiver Island “Lou Dalton” 2016Dir. Fred RowsonCiclope Grand Prix 2016
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013

Questions

Who directed the Levi's “Legacy” commercial?

Ralf Schmerberg directed it, produced by Donna Portaro, for the agency Andrew Schafer.

Which agency made Levi's “Legacy”?

Andrew Schafer created it for Levi's (2012).

What awards did Levi's “Legacy” win?

2 awards, including Clio 2012 Silver — Film / Television/Cinema and One Show 2012 Bronze Pencil — Consumer Television.

What is the tagline of Levi's “Legacy”?

“GO FORTH”

Sources for the credits and awards

oneclub.orgoneclub.orgclios.com