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Levi's “The Greatest Story Ever Worn” 2023

Levi's “The Greatest Story Ever Worn” (2023) is a Levi's commercial directed by Melina Matsoukas for Droga5, produced by De La Revolución. It won 3 awards, including One Show 2023 Silver Pencil — Film & Video, Ad Age Best Ads of 2023 #36 and The Drum Most-Viewed Ads of the Day 2023 #6.

A funeral service where the deceased is honored by attendees all wearing Levi's jeans, celebrating a life lived in their favorite denim.

Video: Levi's® on YouTube

Shot by shot

  1. A framed portrait of a smiling older man in a denim jacket and jeans stands surrounded by floral arrangements in a dimly lit interior.© Levi's0:00
  2. A young woman with blonde hair and an older woman in black dresses stand side-by-side in a room with brown curtains, looking forward.© Levi's0:01
  3. A woman in a black hat and coat with pearl earrings turns her head to face the camera in a dimly lit interior.© Levi's0:03
  4. A young woman with braided hair, wearing a dark floral top, holds a memorial program and smiles subtly at a funeral service.© Levi's0:04
  5. A person wearing blue Levi's jeans stands with their back to the camera, showing the iconic stitching and patch, in an interior setting.© Levi's0:06
  6. An older Black woman with grey hair and pearl earrings stands at a podium, reading from a paper to a small group of people in a room.© Levi's0:07
  7. A diverse group of people, including an older Black man in a tweed jacket and a younger Black woman with long dark hair, are gathered indoors, looking forward.© Levi's0:09
  8. A bald, bearded man in his 50s or 60s, wearing a dark jacket, looks off-camera with a slight smile in an interior setting.© Levi's0:11
  9. A framed portrait of a smiling older man in a denim jacket is displayed at a funeral, with a young man in a suit visible in the foreground.© Levi's0:12
  10. A group of people, mostly men, are seen from behind, standing in an interior space, all wearing jeans.© Levi's0:15
  11. A group of people wearing blue jeans are standing and moving around in an interior setting, with chairs visible in the background.© Levi's0:19
  12. A group of people wearing various styles of blue jeans and different shoes are standing around a table in an interior setting.© Levi's0:23

Stills © Levi's. Made by Droga5, De La Revolución and Melina Matsoukas.

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

The idea

A funeral where everyone wears Levi's jeans to honor the deceased.

Tagline: “THE GREATEST STORY EVER WORN”

funeral settingcelebration of lifeproduct as legacyshared experiencesubtle humor

The cut

Length
30 s
Shots
15
Average shot
2.0 s

What creatives use Levi's “The Greatest Story Ever Worn” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Levi's “The Greatest Story Ever Worn”? 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.

    A framed portrait of a smiling older man in a denim jacket and jeans stands surrounded by floral arrangements in a dimly lit interior.© Levi'sA young woman with blonde hair and an older woman in black dresses stand side-by-side in a room with brown curtains, looking forward.© Levi'sA woman in a black hat and coat with pearl earrings turns her head to face the camera in a dimly lit interior.© Levi'sA young woman with braided hair, wearing a dark floral top, holds a memorial program and smiles subtly at a funeral service.© Levi's
    Frames from Levi's “The Greatest Story Ever Worn”

  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 “The Greatest Story Ever Worn” in order, with its length, framing and what happens in it.

    A framed portrait of a smiling older man in a denim jacket and jeans stands surrounded by floral arrangements in a dimly lit interior.© Levi'sA young woman with blonde hair and an older woman in black dresses stand side-by-side in a room with brown curtains, looking forward.© Levi'sA woman in a black hat and coat with pearl earrings turns her head to face the camera in a dimly lit interior.© Levi'sA young woman with braided hair, wearing a dark floral top, holds a memorial program and smiles subtly at a funeral service.© Levi'sA person wearing blue Levi's jeans stands with their back to the camera, showing the iconic stitching and patch, in an interior setting.© Levi'sAn older Black woman with grey hair and pearl earrings stands at a podium, reading from a paper to a small group of people in a room.© Levi's
    Length: 30 s · Shots: 15 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a funeral setting

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

    Levi's “The Greatest Story Ever Worn” is built on a funeral setting. Search the library by idea to see every spot that uses it.

    Life360 “Coffin”© Life360Tile “Family-Proof Your Family”© TileMars Wrigley “Snickers - Eulogy”© Mars WrigleyOpera GX “Your Setup Still Wants Opera GX”© Opera GX
    Life360 · Tile · Mars Wrigley · Opera GX

More commercials by Melina Matsoukas

More from Droga5

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 “The Greatest Story Ever Worn” commercial?

Melina Matsoukas directed it, produced by De La Revolución, for the agency Droga5.

Which agency made Levi's “The Greatest Story Ever Worn”?

Droga5 created it for Levi's (2023).

What awards did Levi's “The Greatest Story Ever Worn” win?

3 awards, including One Show 2023 Silver Pencil — Film & Video, Ad Age Best Ads of 2023 #36 and The Drum Most-Viewed Ads of the Day 2023 #6.

What is the tagline of Levi's “The Greatest Story Ever Worn”?

“THE GREATEST STORY EVER WORN”

Sources for the credits and awards

oneclub.orgweb.archive.orgweb.archive.org