PALMA, Princes Janine A.

COC 1A - BA BROADCASTING

Assignment 1: Selecting & Analyzing a Video Clip

Braille
Levi’s 2018 Holiday Commercial

The commercial is about a man who had come across Levi’s Tailoring shop in a mall. He
chooses a jacket, notices a lady who’s asking for the personalization of their jackets. He asked
the tailor to personalize his chosen jacket, not with the patches but using silver beads. The man
then teaches the tailor the arrangement, then the tailor does the project. The man is delighted to
see his personalized jacket, telling himself that “he” would like it. The scene shifted to another
where the man called his son to come because he had a gift for him. He helped his son to wear
the jacket. The son slowly touches the sleeves and feels the beads, reading “Nandyan lagi si
papa” (Dad will always be here). The son is a visual defect, and the beads formed letters in a
Braille alphabet. Which is a writing system with the use of touch for people who are visually
impaired.

Levi’s released a holiday commercial in the promotion of their personalization campaign.

The commercial had sent all the feels to many viewers. Communication starts when the man
(sender) sends his message personally, asking for personalization of the jacket, which the tailor
(receiver) decodes and understands the project. Communication also takes place when the man
arrives home and gave the gift to his son (the medium of the message is the jacket and the
beads). The son uses his sense of touch to decode the letter on the sleeves of his blazer.