Laudrette

At this time the Levi's brand was perceived as old fashioned and uncool. This ad was a breakthrough.
It was an alternative to the punk scruffiness that was popular at the time. The ad had humour and sex appeal from the teen idol Nick Kamen.
It can also be described as one of the first integrated campaigns with Marvin Gayes 'I heard it through the Grape vine' being re-released and going to the top of the charts. At the time appearing in an ad only in underwear would be socially unacceptable and the advert was really different from anything at the time. The advert also showed the 'American Dream' and showed male sexuality in a different way than has been seen before as women would be more commonly used as sex symbols in ads around this time which is why it could be described as post modern.