This Levi’s ad got me to buy jeans without mentioning jeans

I’ve been trying to find the right pair of jeans for my postnatal body for years. Then a Levis ad caught my eye in an Instagram ad – nothing to do with jeans – and I followed it to the website. I ended up finding these 720s, which I love. Here’s how the ad got me…

For the past few years, I’ve been buying hideous jeans.
Too big.
Too small.
Tight in the wrong places.
Baggy in the wrong places.
I’ve wasted hundreds of pounds.
I’m a mum, so tried ‘mom’ jeans.
They looked shit.
I tried skinny, straight leg, baggy, flared.
They all looked crap.
I gave up; wore leggings.
Then this Levi’s ad popped up on Instagram.
It was a story about how a woman was a film producer; not a female film producer.
I’d been talking with a Robora member, who’s a filmmaker, about this.
About what it’s like to be a woman in the film industry.
I’ve also thought about it in the context of writers:
am I a woman writer, or just a writer – like a man would be?
So I clicked through to see the rest of the campaign.
I liked it.
It spoke to me: as a woman, a creative and a feminist.
And while I was on the website, I came across these 720 skinny jeans.
I bought a pair.
They fitted me like no other jeans have fitted me since I first gave birth, six years ago.
I now have three kids; my body has changed.
These jeans made me feel amazing.
This ad was such a clever branding exercise.
It made me feel that Levi’s is a feminist brand.
So I tried their product.
And it was good.
This will now be where I go to buy jeans.
They cost twice as much as I’ve been spending up until now but I don’t care.
I feel good about the jeans and good about the brand.
Remember that your ads don’t have to be explicit about what you’re selling.
They can help you to sell a vision. A lifestyle. A value.

Do you have examples of other ads that have sold to you without mentioning their actual product or service?