Watch the full ad here:

Karen's thoughts:

"Given my job at BBH, the work we do for our clients, and my role at the IPA, I spend a lot of time thinking about what makes a truly iconic piece of advertising.

For me, Levi's Laundrette is a masterclass. It's a reminder of a time when creativity was fiercely protected and celebrated.

Now, I've made no secret about my childhood obsession with Nick Kamen. But the ad's genius wasn't just in his legendary striptease. It was in its creativity. In the story. In the grade, and in the subtle and not so subtle reactions from the other people in the Laundrette. It took a different era in time without being over the top nostalgic. It used an epic song to set the mood and define the brand - something I'd love to see more of in ads today.

And in a classic BBH style, it made the product the hero without saying a word about it.

What makes it stand the test of time is that it is creativity at its best. At its most confident, most emotive and most human.

It doesn't age.

Simply put, Laundrette showed me the power of a great idea.

It's also proof that big creative ideas can drive big business impacts. Like an 800% sales increase, for example.

And yes, I know that things are different now and in the age of budget pressures, short termism, algorithms and AI, it's easy to lose focus on originality. But when everyone has access to the same tools, and they will (or already do), then difference and creativity will still cut through.

As Sir John Hegarty said in the recent Business of Creativity whitepaper; creativity builds brands, cultures, and reputations.

It sells products but more than that, it fuels movements, transforms business and creates cultural moments.

And that is as true and important today as it was when Laundrette was made."