Levi's Brand Name - Robert Abel and Associates 1977

Hi-resolution upload of this milestone commercial for Levi's created in 1977 by Robert Abel & Associates and Chris Blum of Foote, Cone, and Belding/Honig. Voice-over by Ken Nordine using a re-worded version of one of his Word Jazz pieces. Scored a whopping 59 Burke score for audience retention (achieving a Burke score in low 30's was usually considered an A+, according to Levi Strauss Creative Director Chris Blum.) Features the first use of motion-control in a television commercial to allow multiple repeatable camera passes in real-time. Fifty-two foot long set was designed in forced-perpective by Richard Taylor for 'infinite' feel. 'Faceless beings' wearing wet-suit-like costumes were filmed in separate passes against black velvet.

[@jeffmissinne3866]

R.I.P., Ken Nordine, 1920-2019.

[@marcwielage4678]

Such a beautful spot. I dunno the name of the colorist, but it was color-corrected from print at Vidtronics in Hollywood, I believe in late 1977. No computer graphics -- all roto'd and animated by hand, as far as I know.

[@matthewbrown9336]

This is one of the best ads I've ever seen.

[@andrewt5896]

I don't know if there is currently enough acid left in the world to optimally view this commercial.

[@DigiFootageFX]

This is absolutely incredible for back in 1977. The very early stages of CG. Robert Abel and company pioneered the art, and perhaps above any other entity has lead us to the place we are today in computer graphics. Much respect.

[@iLikeTheUDK]

DigiFootage Channel This doesn't involve any CGI afaik. The motion control rig was probably controlled with a digital computer, but O think that was it. It would be several years till RA&A would first commercially use CGI. And around that time some very early stuff was done by other vendors, in rather low quantities. Unless maybe you're talking about that bit in the end.

[@DigiFootageFX]

This was a commercial by Robert Abel and Associates, so I have to assume it's CG. They were pioneers of early CGI in film and TV commercials. The Levis logo is absolutely digital animation. You can see it in their CGI demo reel from 1981. kzbin.info/www/bejne/h6jTgIaQmqygsNk

[@DigiFootageFX]

You're right about the other stuff though. That was just digitally "enhanced". The people walking, etc.

[@nitroforce87]

Why can't today's ads be like this?!

[@QuadMochaMatti]

Because we now have ads for lousy social media like Fakebook, Instaspam, and TikSchlock, as well as Foreign state-influenced marketers of disposable sweatshop garbage, like Teamoo, Aliblahblah, and Wished, 24/7/365. There is nothing real anymore.

[@rommix0]

One of the best commercials Robert Abel has made. I love the composition of the early CGI and live action here.

[@xlntpictures]

Umm. No CGI used on this or many of Abel's other 1970s spots. Only digital effects here were the 10 digits of animator's hands, and the digits punching keys on a crude, early analog motion control camera system. Just like the way we used to do everything "back in the day!"

[@rommix0]

@@xlntpictures CGI doesn't necessarily mean 3D. It could just mean digital effects so it's still CG but early CG.

[@RyanSchweitzer77]

@@xlntpictures That's right--from what I read, Abel didn't start to use use CGI until around 1981, when they invested in a few Evans & Sutherland PS2 graphic displays capable of the trademark wireframe CGI that Abel & Assoc. used in their productions from that era on. They originally used the PS2 workstations for "pre-visualization" tasks in the production of their tradtional analog works, but found out they were capable enough to provide CGI on their own and used their graphics in productions shortly after. As you said, everything they used prior their PS2s relied on purely analog optical, animation, and motion-controlled effects, like this Levi's commercial.

[@johndeaux3703]

Do people even know what cgi stand for? They just call all effects cgi. This is not cgi.

[@robcat2075]

In 1972 there isn't enough "CGI" in the world to do these effects.

[@UpinAndIpinRPGGirls1987YT]

I Like Demo Reel Back to 80s/90s Retro VaporWave

[@millertime97jm]

Man, Abel really was a master of practical effects, wasn't he?

[@RazsterTW]

The future is so bright... Now Levi's only last 6 months before their thin denim fades and tears... Got to love the path they took.

[@kawasakiwhiptwo5821]

I have to disagree Raz. I still buy Levi's jeans and they still hold up like the ones I wore when I was a kid.

[@kawasakiwhiptwo5821]

I have to disagree Raz. I still buy Levi's jeans and they still hold up like the ones I wore when I was a kid.

[@kawasakiwhiptwo5821]

I have to disagree Raz. I still buy Levi's jeans and they still hold up like the ones I wore when I was a kid.

[@CIorox_BIeach]

Yeah, I don't wear Levi's anymore. They used to be as tough as a sail, but now they're too soft, thin and stretchy to hold up to my job.

[@simon_li]

so a e s t h e t i c

[@goldenfurniture6857]

Way better then the new clothing consumption ones

[@fringesoundmai6774]

a e t h s t e t i c

[@filmarto12]

What is the music in the background?

[@Jellyvibe]

Music? I didn't hear any music.