BBH takes 60s theme for Levi’s White Tab ad

Levi Strauss is increasing its UK marketing spend for 1998 by pounds 1 million to pounds 9 million and has unveiled its first TV and cinema ad for its non-denim line, White Tab.

Levi Strauss is increasing its UK marketing spend for 1998 by

pounds 1 million to pounds 9 million and has unveiled its first TV and

cinema ad for its non-denim line, White Tab.



The 60-second ad, through Levi’s UK agency, Bartle Bogle Hegarty,

borrows heavily from the cult 60s series, the Monkees, and opens on a

man expertly trimming his topiary bush in a leafy suburb. To funereal

music, a hearse pulls up at the traffic lights in front of him and he

looks on sympathetically, only to be amazed when the hearse screeches

off on two wheels as the lights change.



The music switches to a kitsch, 60s-style track by the US band, Lilys,

as the hearse drives into a cul-de-sac and goes in one garage door and

out of another. As it speeds off, we see the interior of the car where

two girls are sitting in the front and two boys in the back.



A policeman is directing traffic as the hearse pulls up to him,

whereupon he stops the on-coming traffic to let it pass and salutes. As

the four drive past a glamorous couple in an E-type Jaguar, one of the

boys puts on X-ray glasses to reveal them naked. The hearse then crashes

through a paint factory, emerging multi-coloured before finishing up at

a posh country club. There, the four alight from the car carrying a golf

bag full of beach towels and umbrellas and proceed through the golf

course before reaching a bunker where they spread out their towels and

begin sunbathing. The endline is: ’The Levi’s White Tab line - Choose

Fun.’



The ad, called ’daytrippers’, was shot by Francis Ford Coppola’s son,

Roman, in Los Angeles. It was written by John O’Keeffe and art directed

by Russell Ramsey. It breaks on terrestrial TV on 26 November and at

cinemas nationwide from 5 December. Media is being bought by Motive

Communications.



Gary Burnand, marketing manager at Levi Strauss (UK), said: ’We feel now

is the time to broaden our range. Denim is doing very well and this ad

complements the main campaign. It’s not ’instead of’ but more ’as well

as’ the 501 campaign.’



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