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The Immortal Awards

My Most Immortal Ad: Anuraag Trikha

The Immortal Awards juror and global brand director of Heineken selects a classic Levi’s spot from BBH and Jonathan Glazer

My Most Immortal Ad: Anuraag Trikha

In the run-up to this year’s Immortal Awards, our jurors will each select an ad that they believe deserves the title of Immortal.

Anuraag Trikha, Global Brand Director of Heineken, is next up in the series with a Levi’s epic...






Freedom To Move | Levi’s (BBH, 2002)


This film has everything a marketer dreams of. A product truth made epic. Baggy jeans… or said another way… engineered with freedom to move.

The film keeps you entranced and at the edge of your seat until the end. The start is shocking and yet mesmerising. The narrative becomes even more intriguing as the woman joins in. Then that flicker of sexual connection and the final burst that becomes even more surreal, when they run on extended logs of wood and then leap into what looks like the moon. All while the music haunts and yet rushes the mind to an orgasmic crescendo. The work is still so fresh and I wish I could have made it. Thus in my little black book, this ad is immortal!


Anuraag Trikha will be judging this year's The Immortal Awards. Entries are now open to all Little Black Book members, so head over to the submissions page to submit your best work. If you aren't a member of Little Black Book yet, then you can subscribe here.


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