BBH unveils new Levi’s burst

Bartle Bogle Hegarty is set to launch its latest crop of pan-European ads for Levi Strauss - an all-action 60-second commercial for 501 jeans and five print ads for Red Tab denim.

Bartle Bogle Hegarty is set to launch its latest crop of

pan-European ads for Levi Strauss - an all-action 60-second commercial

for 501 jeans and five print ads for Red Tab denim.



Part of a claimed pounds 9 million marketing spend in the UK for this

financial year, the commercial breaks in cinemas on 1 August and will

air on national and satellite TV from 25 August.



The ad, called ’Kung Fu’, pays witty homage to the martial arts skills

of Bruce Lee and tells how Levi’s 501 jeans look better for longer if

they are washed inside out.



It features a hero who escapes from dubious characters in a Chinese

restaurant in San Francisco’s Chinatown using his Kung Fu expertise. The

action climaxes in a laundry, where the hero throws the villain through

the door, then steps coolly inside to be confronted by the film’s

beautiful heroine - who stops loading a washing machine to gaze

adoringly at him.



He takes a pair of jeans from her, turns them inside out with a rapid

Kung Fu movement and hands them back before leaping back through the

shattered window and into the street where the villains are regrouping.

As the action looks set to recommence, the film freezes with a closing

shot of the hero. The endline is: ’Levi’s 501 jeans - best washed inside

out.’



The spot was written by Jeremy Carr, art directed by Tony McTear and

directed by Jonathan Glazer through Academy Commercials.



The print ads, called ’sculptures’, will run in the August to November

editions of style magazines including the Face, Arena, Elle and FHM.

With the aim of broadening awareness that Levi’s makes products other

than 501 jeans, the double-page-spread executions play on the heritage

of Red Tab denim by featuring sculptures of Red Tab jeans, jackets and

shirts crafted in wood, cement, gold, steel and chrome by artists at the

Windsor Workshop.



The press work was art directed by Adam Chiappe, written by Matthew

Saunby and photographed by Kevin Summers. Media for both campaigns is

being handled by Motive.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).