The ads, which highlight Levi's new Worn Jeans, use the strapline: "Rub yourself. The strategy follows on from Levi's two-year emphasis on its Engineered range of clothing, as Levi's attempts to regain market share.
The three 30-second TV spots were directed by Frank Budgen at Gorgeous, who has won a number of awards for his Levi's "twist campaign over the past 12 months.
The new work shows people rubbing themselves against roads, street furniture and each other as they try to recreate the comfortable feel of distressed denim.
The new range is given a worn look through special spray and moulding techniques. The ads were written and art directed by Fred Raillard and Farid Mokart and break on 29 August.
Levi's UK marketing manager, Suzanne Gallacher, said: "The ads are primarily being used to communicate our continued innovation."
Media is through Starcom Motive, and will see the main branding campaign appear on national TV.
Levi's has also hired the fashion photographer Terry Richardson to spearhead a campaign for its girls' range, Red Tab Girls.
A press and poster campaign will help Levi's build on the growing market in women's jeans, breaking in the style press at the same time as the Worn Jeans TV work.