The over-60s take shine to Levi’s 501 ad

Levi’s latest commercial for its 501 jeans has emerged as a surprise hit among people aged over 60.

Research carried out earlier this spring shows that the “Midsummer” campaign launched on February 14, which shows a scene from Shakespeare’s A Midsummer’s Night Dream recreated in a gritty downtown Los Angeles setting, was one of the favourite ads of people approaching and beyond retirement age.

The findings may come as aÂshockÂtoÂtheÂjeans brand,which is trying to re-establish its youth credentials after being seen as the trouser of choice for 40-something men such as Jeremy Clarkson and Tony Blair.

The State of the Nation project, carried out by the Association for Qualitative Research, ran focus groups with people from a variety of age groups. Fiona Jack, the AQR’s chairman, interviewed groups in their 50s and 60s and showed them a number of recent advertisements to gauge their reaction.

She says she was surprised when they praised the Levi’s commercial. “They absolutely loved it. It is not a bit threatening to them. I was trying to stir it up and get them not to like it, but they got it straight away and saw the ad as clever. They did not see it as aimed at them, though they said ‘we might wear Levi’s.'”Jack praises Levi’s for creating an ad that transcends the barriers of age.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here