Bartle Bogle Hegarty launches the first Levi’s branding campaign
for three years this week with the aim of reversing a 14 per cent slump
The pan-European campaign will include TV, style and fashion press and
six-sheet poster work. It will seek to garner the kind of hip
recognition for Levi’s ’twisted original’ jeans line that BBH’s Flat
Eric campaign won for its Sta-Prest sub-brand last year.
The three 30-second TV spots explore the double meaning of the ’twisted
original’ tagline, with shots focusing on the jeans’ new look.
In ’legs’, two lovesick pairs of Levi’s are separated on the production
line but reunite when their owners pass each other on a crowded
’Undressed’ shows a naked young couple sexily putting on their clothes
as mutual excitement escalates. A naked family enters the room and is
horrified. ’Dolls’ is a polythene version of star-crossed lovers, with
an inflatable Romeo ending up impaled on a barbed wire fence.
’Previously, we’ve relied on the strength of BBH’s ads and not focused
enough on innovation,’ Levi’s UK marketing manager Manelisa Mavuso,
’With twisted jeans we have a genuinely interesting product to focus
’Undressed’ was directed by Dom and Nic for Outsider, ’legs’ by Brian
Beletic for Satellite and ’dolls’ by Dante Ariola for Propaganda. All
three ads were written and art directed by Adam Chiappe, Matthew Saunby,
Adam Scholes and Shawn Preston. Media planning and buying is by Motive