Bartle Bogle Hegarty launches the raunchiest film yet in its Levi’s
501 campaign next Wednesday.
’Mermaids’, directed by Michel Gondry through Partizan Midi Minuit, is
the tale of a shipwrecked hunk who is saved then ravaged by a group of
The ad opens on a fishing boat caught in the middle of a violent
The hero, clad in 501s, is thrown against the side of the boat and
knocked unconscious. A wave pitches him into the sea, where he sinks
until coming to rest, face down, on the sea bed.
Three beautiful mermaids gather and begin to examine him curiously,
waking him from unconsciousness with lingering caresses and kisses. On
seeing the red tab of his Levi’s, they start tugging at his jeans,
attempting to get them off. Just in time, he comes to his senses,
struggles free and swims to the surface. The strapline reads: ’The
original shrink-to-fit jeans. Levi’s 501 the original jeans.’
The ad, written by Victoria Fallon and art directed by Steve Hudson, was
shot in Malta, using the largest marine filming tanks in the world.
The backing track is Underwater Love by Smoke City. The ad is part of
Levi’s pounds 8 million annual marketing effort.
A ten-second spot showing the man’s struggle on the boat will run on MTV
from 12 February and on network ITV and Channel 4 from 23 February.
The 60-second ad will be seen on MTV from 15 February and terrestrial
and selected satellite stations from 25 February. The ad will also be
shown at national cinemas and run on Levi’s Website. Media planning and
buying is through Motive.