Levi's "Firsts"

In July 2015, clothing store and retailer Levi’s released its new women’s denim jean collection through a continuation of the “Live in Levi’s” campaign, developed by FCB. One of the ads for the women’s line, “Firsts” tells the story of two denim-clad friends who share a lifetime of firsts together, from first impressions to first loves. The bluesy rock song “Wicked Ones” by the female-fronted band Dorothy pumps in the background as the two women break out their first moves at the club, greet the first light of dawn, and more. According to a July 8 Ad Age article, the campaign for Levi’s new women’s denim collection is the brand’s largest effort aimed at women since the debut of its first pair of women’s jeans in 1934. Some ads feature female musicians such as Alicia Keys, who opened her commercial with the voiceover, “All women are badass.” The brand needed a song that communicated the same “badass” sentiment for its “Firsts” ad.