Loewe's New Campaign Is a Spelling Contest for Its Own Name

Loewe recently launched a new spot that debunks what many in the fashion scene have long debated: how to spell its name.

The brand's short film, "Decades of Confusion," doesn't only close the debate, it also stars Canadian actor and filmmaker Dan Levy and American actress and comedian Aubrey Plaza as a spelling bee judge and a contestant, respectively.

Decades of Confusion, Literally

The year is 1971, and Plaza has entered the stage of the National Spelling Contest. 

"Your word is Loewe," Levy tells her. 

Confused, Plaza makes the Schitt's Creek star repeat the word for clarity. "Can I get a definition please, or a glass of water?" she nervously follows up. 

"L-W," the actress attempts, unfortunately sounding off the buzzer.

 

 

 

 

 

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Now, the year is 1985, and Plaza is the contestant of a spelling game show, while Levy acts as the game show master. 

Cheekily, Plaza asks if the word "Loewe" is French or Bulgarian, before accusing the judge of hitting on her.

"No I'm not, I'm gay as a maypole," he comically responds. 

Levy drops more hints, revealing that the fashion house originated from Spain. Yet, Plaza still gets it wrong.

In 1995, a version of Plaza with a Southern accent tells the judge that her bag is Loewe, but still does not know how to spell the brand's name right. 

 

 

 

 

 

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At present day, an intoxicated and frustrated actress still struggles to spell Loewe, leading her to fight Levy for being inconsiderate with her chances. 

Finally, the actor reveals how it is actually spelled. 

Shocked, Plaza shouts at Levy, saying, "Are you f**ing kidding me, there's a W in there?" 

The commercial ends with the actress walking off the stage, revealing her car-shaped dress, as she goes "beep... beep... beep."

Where Comedy Meets Luxury

Directed by Ally Pankew and written by Levy himself, "Decades of Confusion" hits two birds with one stone by not only clearing the air among fashionheads, but also giving the brand a chance to poke fun at itself and showcase its comedic side to its audience. 

The spot also features several pieces from the Loewe archive, including the car-shaped dress Plaza donned in her last stint as a spelling bee contestant.

"With impromptu moments, deadpan delivery, and colorful styling, 'Decades of Confusion' is unmistakably Loewe," the brand explains.

Editing by Katherine 'Makkie' Maclang