Levis and LSD

Incredible but true, in the 70s Levi's aired an advert in the United States a commercial that looks like a trip on LSD. A one-minute in a ghost town that looks like something out of a Western. The is black and white, but a young American stands out in the background with his golden complexion and striped jeans (Levi's, of course). The protagonist is surrounded by strange individuals who move like zombies. zombies, whose colors blend into the background. As a soundtrack, is a male choir singing incomprehensible hymns. incomprehensible hymns. A narrator tells us what's going on, but doesn't provide any gives us no real information to help us understand the bizarre weirdness unfolding before our eyes. After a few seconds, we're suddenly taken aback by images that send us into a hallucinatory hallucinatory trip, as if we'd just consumed psychedelics. psychedelics. As a result, the hero of the TV ad becomes able to transform everything he touches. transform everything he touches into color, and pants into Levi's jeans.
Levi's jeans.

This advert takes us back to the Woodstock years. A time when hippies ruled the US, using LSD as the standard-bearer of their ideals. LSD is a synthetic drug invented by Albert Goffman during the Second World War. Working from ergot, a fungus that in small doses can be used as a painkiller. One day, Albert Goffman accidentally dropped a drop of his ergot solution into his eyes. This accident not only caused the scientist to hallucinate, but also altered his mood. Spotting a therapeutic interest, he continued his experiments until he came up with the substance: lysergic acid diethylamide, or LSD.

Taking this drug intensifies and alters the experience. One of the collateral effects of this product is the blending of perceptions, leading to hearing colors or seeing sounds. This peculiarity of LSD initially interested scientists, who began studies in the 50s and 60s, when the substance was used as a means of combating depression and alcohol addiction. A little better known, LSD has also been used by artists to boost their creativity.

After a decade of reign in pop culture, Nixon's War on Drugs sounded the death knell for LSD in 1971. In recent years, however, research into psychedelic drugs has resumed, and they may be legalized for therapeutic use. As if Levi's could once again make psychedelic commercials without getting its knuckles rapped. The brand revived its 70s campaign during the promotion of its jeans in collaboration with denim tears and cactus plant flea market.

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