In 1997, Michel Gondry, a french filmaker, worked with the brand Levi’s to promote in a short film the 501 jeans.
A mermaid is a legendary aquatic creature with the upper body of a female human and the tail of a fish. Mermaids appear in the folklore of many cultures worldwide, including the Near East, Europe, Africa and Asia. The first stories appeared in ancient Assyria , in which the goddess Atargatis transformed herself into a mermaid out of shame for accidentally killing her human lover.
Mermaids are sometimes associated with perilous events such as floods, storms, shipwrecks and drownings. In other folk traditions, they can be beneficent, bestowing boons or falling in love with humans.
Mermaids are associated with the mythological Greek sirens who were dangerous and beautiful creatures, portrayed as « femme fatales » who lured nearby sailors with their enchanting music and voices to shipwreck on the rocky coast of their island. They were believed to combine women and birds in various ways.
In this advertising the both attractive and dangerous identity of the mermaid is present. They are pictured as really beautiful, with long hair and a perfect body and they are audacious with the men falling in the water. But very quickly, this perfection turn into danger. They want to steal his Levi’s from him and they don’t care about him.
The use of this myth give to the advertising something fantastic and quite hypnotizing. Those creatures are good looking and terrifying and it’s a really good choice from the film director because it’s shown how Levi’s Trousers are attractive and addictive.