The Levi's advert, 'The Laundrette,' by Bartle Bogle Hegarty, can be described as postmodern due to many factors. The main focus of the advert was it's over exaggerated sexual approach, which consisted of the model stripping down to his underwear. This action then brought all the women in the laundrette to flattery, in a parody fashion, which broke common social standards of the time. The advert was also shown in Europe with the intended target audience being mature teenagers. Hegarty appealed to this audience by playing with the idea of 'The American Dream,' basing the Levi's model on American superstars from the 1950's to 60's, such as James Dean and the famous Elvis Presley. This then linked Levi jeans too the hip, fashionable times of America.
The same postmodern ideas were used by Money Supermarket in their 'Crocodile' advertisement of 2011. This advert created by the ad agency, Mother, used strong parody to express the emotional benefit of saving money. The advert targets the common British family man by using their slightly overweight, middle aged character 'Geoff.' This character has saved £200 using Money Supermarket, which to a lot of people isn't a vast saving to scream and shout about. However that doesn't stop the agency, Mother, portraying him to now be a superstar. With this new financial confidence, 'Geoff' takes on the waves mimicking 'Abdul,' the fearless surfer from the 1999 Guinness advert 'Surfer.' However instead of a surf board, he attempts to ride the treacherous waves on his children's inflatable crocodile. Humour is used this way to show the positive effect that Money Supermarket savings can have on any kind of person, already financially stable or not.
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