Hasta La Motion!

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-suits coated with 3M reflective glass spheres similar to those used in street signs were filmed in separate passes against black velvet.