The Loewe advert is a fun parody of the different pronunciations that the brand has had in its history.
It is one of the most prestigious brands in luxury fashion and few know its origin. Although its name evokes large foreign brands, Loewe is a Spanish brand. It was founded by the German craftsman Heinrich Loewe Rössberg in 1872 when he became associated with the workshop on Calle del Lobo in Madrid.
As with many northern European brands, its pronunciation is always done incorrectly. We all remember Heineken’s funny campaign mocking its name, and now Loewe is repeating it to end decades of confusion.
“Decades of Confusion” is the title of the Loewe advert directed by Ally Pankiw and scripted by Dan Levy, who plays the jury. The piece represents a spelling bee and takes us through different decades where the brand name has been mispronounced.
The characters are played by Dan Levy and Aubrey Plaza and they adapted their styles to different eras thanks to wig specialist Michelle Ceglia and the use of iconic garments from the Loewe archive. The car-shaped dress that the firm showed in 2022 is used.
The campaign also has a promotional poster made by the brand’s illustrator Ignasi Monreal. Photographer Hedi Stanton captured different snapshots of the campaign.
Watch | YouTube
