Levi’s is the latest brand to seek some Oakland cool to complement its marketing campaign. As reported in Fast Company, Levi’s latest promotion for their newest line of skateboard gear is set in and around downtown Oakland–and features timeless Oakland musicians, including Deltron 3030–aka Del the Funky Homosapien, Dan the Automator and Kid Koala.

Set to the classic Mastermind, the video is shot by Jon Humphries and has some great Oakland images. See the behind the scenes video–all Oakland, all the time, right here.

And see the actual commercial video here. [youtube http://www.youtube.com/watch?v=0NzhixaHDQ4&w=560&h=315]

About The Author

Susan Mernit is editor & publisher of Oakland Local (oaklandlocal.com) a news & community hub for Oakland, CA. A former VP at AOL & Netscape, & former! Yahoo Senior Director, Mernit was consulting program manager for The Knight News Challenge, 2008-09; was a 2012 Stanford Carlos McClatchy Fellow; and is a board adviser to The Center for Health Reporting at USC, Annenberg School of Journalism. She has consulted with many non-profit organizations on strategy, product development and social media/engagement, including Salon.com, TechSoup Global, Public Radio International and the Institute for Policy Studies/Economic Hardship Reporting Project, led by Barbara Ehrenreich.

3 Responses

  1. Paige

    I was excited to see this ad – until I realized it’s no homage to Oakland. The first street shots shows a trash strewn sidewalk, the only human interaction involves an angry black man, and it would appear we’re a collection of shabby streets and graffiti, vs a vibrant and multicultural landscape with classic architecture and art. Not a fan of this depiction of our city.

  2. An Oakland local

    DUH. The video isn’t meant to be an homage to our city — it’s an ad for Levi’s skateboarding gear, and they’re co-opting the “cool” factor of Oakland to sell shit and seem grimey. The trash on the streets are beer cans that fell out of the van. The “angry black man” is legendary Oakland MC Del the Funky Homosapien.

  3. peggy

    yeah, trash falling out of the van was unnecessary. if this was meant to respect oakland don’t leave trash. not cool.


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