Loewe: Decades of Confusion

Spanish luxury brand Loewe has been playfully noting how difficult it is to pronounce its name correctly (it’s LO-WEH-VAY) for some time now. In this latest film, directed by Ally Pankiw, actor Dan Levy, of Schitt’s Creek fame, plays the exasperated judge of a national spelling bee from 1971 to present day. Fellow actor Aubrey Plaza portrays an array of contestants from different eras, who each struggle to get to grips with the brand’s name.


Levy wrote the spot which features vintage pieces from the brand’s collections.

Creative direction Jonathan Anderson
Starring Dan Levy and Aubrey Plaza
Written by Dan Levy
Directed by Ally Pankiw

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