BBH takes unexpected angle in new Levi’s ads

Levi Strauss has abandoned its ’boy meets girl’ advertising formula in favour of a surreal approach in a new series of commercials through Bartle Bogle Hegarty.

Levi Strauss has abandoned its ’boy meets girl’ advertising formula

in favour of a surreal approach in a new series of commercials through

Bartle Bogle Hegarty.



The campaign, which breaks on 13 August, consists of two ten-second, a

20-second and a 30-second commercial, none of which features a pair of

Levi’s. Instead, each execution focuses on the brand’s new concept,

’expect the unexpected’.



The most bizarre of the commercials features a hamster playing on a

wheel in a cage. ’Kevin’, the voiceover explains, was very happy running

in his wheel until it broke. Viewers are informed that Kevin finally

died of boredom, before a hand appears in the cage and pushes the dead

hamster over.



The other films feature a young boy hammering a square peg into a round

hole; a middle-aged man who looks very boring but, in fact, has six

wives; and a half-naked male who walks through a shopping mall wearing

only a Levi’s hooded sweatshirt.



Three of the executions will run on network ITV, Channel 4, Channel 5

and selected satellite stations, heavily targeting weekend viewers. They

will also appear at major music festivals in August. The ’mall’

commercial will be shown at cinemas.



The TV campaign will be supported by a series of six print ads in the

style press and on poster sites, including a complete platform at Oxford

Circus tube station.



Shot by the cult photographer, Nadav Kander, the executions focus on the

range of Levi’s products and capture ’snap-shots’ of people behaving

bizarrely.



The television campaign was written by Rob Jack and art directed by Paul

Shearer. ’Hamster’ and ’wives’ were directed by Doug Nichol through

Partizan Midi Minuit. ’Square peg’ and ’mall’ were directed by Gore

Verbinski through Propaganda Films. ’Mall’ was written by Roger Beckett

and art directed by Andy Smart.



Media for the campaign is being planned and bought in the UK by Motive.



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