Levi’s Odyssey: A Case Study in Transformative Advertising

Levi’s Odyssey

In 2002, Levi’s faced a branding challenge of become synonymous with middle-aged men, alienating younger audiences. To redefine its image and appeal to a younger demographic, Levi’s partnered with BBH and renowned director Jonathan Glazer. The result was the groundbreaking commercial “Odyssey”, which not only reshaped perceptions but also drove impressive business results.

The Creative Process: Crafting a Vision of Freedom

Levi’s "Odyssey" aimed to go beyond a mere product demonstration. It mythologized the jeans as a symbol of freedom, movement, and possibility, showing characters who perform seemingly impossible feats like running through walls, floating, and scaling trees—all made possible by Levi’s Engineered Jeans. The final product demonstrated the value of uncompromising craftsmanship.

The Results: Rewriting Levi’s Narrative

“Odyssey” did more than redefine Levi’s brand; it redefined what advertising could achieve. The ad achieved both critical and commercial success:

1. Cultural Impact: The commercial’s surreal, cinematic quality earned it a legendary status, inspiring parodies and admiration from both consumers and industry professionals. It also showcased how advertising could transcend traditional storytelling to achieve artistic expression.

2. Sales Surge: The repositioning campaign drove a 200% increase in sales of Levi’s Engineered Jeans, with the fastest trajectory to one million units sold in the company’s history.

3. Target Audience Connection: Levi’s successfully captured the imagination of its 15-25-year-old target demographic, proving that bold storytelling and high production values can shift brand perceptions.

Lessons for Marketers

Levi’s “Odyssey” exemplifies several key principles that remain relevant for brands today:

1. Redefine the Problem: By tackling the negative perception head-on, Levi’s was able to position its product as a symbol of freedom and innovation.

2. Invest in Quality: The ad’s high production value and commitment to creative excellence elevated it beyond a commercial into a cultural moment.

3. Emotion Over Features: The ad focused on aspirational storytelling rather than product specifics, creating an emotional connection with the audience.

Levi’s “Odyssey” is a masterclass in transformative branding. It leveraged bold creativity, technical expertise, and a clear vision to turn a struggling product into a cultural icon. For brands looking to shift perceptions and engage audiences, Levi’s journey from “dad jeans” to a symbol of youthful freedom is proof that advertising, when done right, can make dreams out of even the most unlikely materials.

At Boston Waves, we help brands unlock their own odyssey—crafting stories that resonate, engage, and deliver measurable impact. Let us help you find your next breakthrough moment.