“Loiueve”, “Loave”, “Laeve”. Loewe’s pronunciation has been creating confusion for decades. Or at least that’s what the Spanish luxury brand claims with its new and viral advertising campaign.
A fun short starring Aubrey Plaza and Dan Levy serves as an excuse to show the brand’s new spring/summer 2024 collection, unraveling in the process the incessant confusion around the brand’s name.
“Can you repeat the word?” Plaza demands of Levy, characterized as a contestant in a spelling championship from the 1980s. The word is evidently “Loewe”, and the actress, who plays different contestants in this short, cannot find the correct pronunciation.
A parade of stylish contestants take their task seriously, dressed in such iconic looks as the car-shaped dress from the brand’s Winter 2022 line or holding Loewe’s latest bag, the Flamenco Purse. “I don’t think I heard the word correctly,” one of the participants excuses herself, to which the presenter – Levy – replies exasperated: “this (pointing to a glass on the table) is vodka and I’m going to drink it shortly.” .
After a series of campaigns about how to pronounce “LO-WEH-VAY”, the brand ironically explores its own name in this way.
An ad called Decades of Confusion, directed by Ally Pankiw and written by Dan Levy, which has already accumulated more than 15,000 views on social networks such as YouTube.
