The ADgenda: Levi's jeans

This week's most offensive advert.

It's often exhausting watching adverts. The constant focus on self-improvement wears you down swiftly until you're left contemplating the futility of making that cup of tea because how will that make you sexier/funnier/skinnier/smarter? It's an age old method and we all know it only too well - make the consumer feel inadequate and they will latch onto any quick-fix solution, no matter how silly.

A new way of life is offered by everything from your hifi to your toilet roll. But with all these new ways of living on offer surely the outcome is a society of severely confused individuals with a bad case of identity crisis? Levi's are here though to force their idea of success upon our tiny minds. By buying a pair of their jeans you're not just presenting your bum in its best light - oh no no - you're buying into a whole way of life. Your world view will change for the better - you'll become more spontaneous, more enigmatic, more self-assured, and far better-looking. You'll freefall off tall buildings just for the hell of it, before prancing in the rain all the while maintaining your dead-eye pout. Because you're wearing a pair of Levi's.

Just like the Beat poets of yesteryear a side-effect from this new way of life may well be a touch of mental instability - you'll say. every. word. very. loudly. and. jerkily. because. you. are. edgy. but. also. starting. to. feel. a. bit. paranoid. and. you. are. wearing. Levi's. So as you prowl the streets muttering a string of words that sound clever but are actually utter gibberish while hastily doing up your shirt because, oops, you're so busy embracing your new outlook that you forgot to dress yourself in a decent manner this morning - congratulations, you've turned into that person. The one who passers-by cross the street to avoid.

Levi's advert. Photograph: Getty Images
Photo: Getty
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As crime moves online, the police need the investment in technology to follow

Technology offers solutions, not just threats.

It’s perhaps inevitable that as the world becomes more digital, so does crime. This week Alison Saunders, director of public prosecutions, recognised that online crime is as serious as face-to-face crime. “Hate is hate,” Saunders wrote referring to internet abuse, and the police should protect people from it wherever they are. This will add demand to under-pressure police forces. And it is only the tip of the iceberg. 

Forty-seven per cent of crime involves an online element. Police recorded 30,000 instances of online stalking and harassment last year. People are 20 times more likely to be a victim of fraud than robbery, costing businesses an estimated £144bn a year. On a conservative estimate, 2,500 UK citizens use the anonymous dark web browser, Tor, for illegal purposes such as drug dealing, revenge porn and child sexual exploitation.

The police need new technology to meet demand, a Reform report published today finds. Some progress has been made in recent years. West Midlands Police uses an online portal for people to report incidents. Durham uses evidence-gathering software to collect social media information on suspects, and then instantly compile a report that can be shared with courts. Police have benefited from smartphones to share information, and body-worn cameras, which have reduced complaints against police by 93 per cent.

Yet, Theresa May’s 2016 remarks that police use “technology that lags woefully behind what they use as consumers” still stand. Officers interviewed for Reform’s research implored: “Give us the tools to do our job”.

Online evidence portals should be upgraded to accept CCTV footage. Apps should be developed to allow officers to learn about new digital threats, following the US army’s library of knowledge-sharing apps. Augmented-reality glasses are being used in the Netherlands to help officers identify evidence at digital crime scenes. Officers would save a trip back to the station if they could collect fingerprints on smartphones and statements on body-worn cameras.

New technology requires investment, but forces are reducing the resources put into IT as reserves have dried up. Durham plans to cut spend by 60 per cent between 2015-16 and 2019-20. The government should help fund equipment which can meet demand and return future productivity savings. If the Home Office invested the same as the Department of Health, another department pushing “transformative” technology, it would invest an extra £450m a year. This funding should come from administrative savings delivered through accelerating the Government’s automation agenda, which the think tank Reform has previously calculated would save Whitehall £2.6bn a year.

As crime moves online, police must follow. Saunders is right to point to the importance of meeting it. But technology offers solutions, not just threats. Installing the next generation of equipment will give police the tools to do their jobs, addressing online hate and more. 

Alexander Hitchcock is a senior researcher at reform