30 Seconds You Can't Stop Watching / Levi's "COLORS & Tight Fit Jeans"

The problem

This commercial aired exclusively in Japan around 1999. The background music, "MAKE HER MINE," was the B-side of "Can't Let Her Go," the only hit single released in 1965 by the British mod band Hipster Image.

The insight

It was simply a commercial that made you feel like you'd gained something by watching it. Even though it's only 30 seconds, you end up watching it with real focus, completely absorbed. Everything about it, the visuals and the sound, was cool.

The idea

Jennifer Love Hewitt dances to the song "MAKE HER MINE." That's it. But that was enough to make it an unforgettable 30 seconds.

What happened

Thanks to the commercial, this song became known in Japan too, and in 1999 it was released there as a CD single. A mod classic from nearly half a century earlier found new listeners because of a commercial.

Afterthought

I remember humming MAKE HER MINE for ages afterward. That's what a dense, 30 seconds well spent looks like.

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