Although it can't be expected that advertising alone will bring Levis back to the top of fashion, but if advertising is not cool, I'm afraid everything will be worse.

Last July, Levis launched the global campaign of "live interest".

In the Chinese market, they invited actors Shawn Yue and singer Effie as spokesmen, hoping to show the young people's rich and interesting lifestyle through these two stars, so as to convey a concept to the Chinese audience: what does Levis mean to them?

The impressions of these young people may be in fashion, fashion, excellence and boldness.

After the launch of the campaign, Levis will launch new ads in every quarter. The most recent is a series of natural cool things for the new summer series.

In this advertisement, Shawn Yue and AI are dressed.

"Cool" series presents a summer party scene.

Such plots and styles are not very different from the new year's advertisements they launched in January: they are also happy parties and youth gathering moments.

It is only on the product that we need to highlight the summer series.

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It is jointly built by FCB West and FCB Shanghai of San Francisco.

The current round of communication will be carried out throughout the Greater China region and will continue until the end of June.

The campaign of "live interest" may be of great significance to Levis. The brand that has been declining for ten years is urgently needed to reshape its image and return to the position of the trend maker.

According to the Euromonitor report, Levis's global market share dropped from 7.2% in 2004 to 5.3% in 2013, and dropped from 14.4% to 12.5% in Levis's largest US market.

However, this effort has not yet been significantly rewarded. Although the revenue of Levis parent Levi Strauss & Co has increased by 2% to 4 billion 800 million US dollars in 2014, net profit has decreased by 53.7% to 106 million US dollars a year.