Commercial breakdown

A good-looking young man walks into a small-town American laundry. He strips off and waits for his jeans to wash. Not much of a storyline, but this _________________ (1 – to remain) one of the most popular TV adverts that ______________________ (2 – ever / to make). Made ___________________ (3 – to promote) Levis, the ad ______________ (4 – to be) a massive success the minute it _______________ (5 – to hit) British TV screens in 1985. It represented youthful rebellion, radical chic and sex appeal, which was perfect for Levis’ intended positioning of their brand in the market.

The old washing machines are the biggest clue to the 1950s America. Every period in history likes __________________ (6 – to look) back nostalgically to a mythical past when life ______________ (7 – to be) simpler and less complicated. And the 1950s, with the birth of rock and roll, _____________________ (8 – always / to have) a special place in the history of what is cool. But for cool music, turn to the 1960s. The sound track I Heard it Through the Grapevine _____________________ (9 – to release) in 1968. It’s the story of a man who learns that his girlfriend ____________________ (10 – to see) someone else. A man, perhaps, who goes to the laundry now that his girlfriend __________________ (11 – to leave) him?

Unlike the majority of adverts, this ad ____________________ (12 – to co-create) by a woman. In the fiercely male-dominated world of advertising, this advert established new ground by ________________ (13 – to make) a man into an object of sexual desire. It was perhaps the first time we __________________ (14 – to see) a man ________________ (15 – to take) his clothes off on screen. However, this ‘revolution’ seems ________________________ (16 – to have) little lasting effect.

CLASSROOM ACTIVITIES (3)