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Obituary: Nick Kamen, model and singer whose Levi's advert caused jeans sales to rocket by 800%


Died: May 4, 2021.
IN just over 50 seconds, to the sound of Marvin Gaye’s classic I Heard It Through the Grapevine, a fresh-faced, good-looking 23-year-old from Essex gave the launderette a whole new perception and altered the face of advertising. And in the process he became an icon.
The 1985 advert, in which Nick Kamen peeled off his T-shirt and blue Levi’s 501 jeans and bunged them into a washing machine, was so successful that sales of 501s rose by 800 per cent, according to some estimates. By accompanying music with product in a pastiche of mythical late-1950s/early 1960s America – evoking James Dean, Elvis and bobby soxers – the ad revealed how such synching could be phenomenally successful. ....

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