The concept behind this campaign is that each one of four spots
illustrates a fit or detail of the Levi’s 501 range. None of the ads
feature any dialogue - instead, they work as visual stories. The first
shows a boxer aggressively attacking in the direction of the camera.
It’s only when the shot pulls back you see he’s punching his pair of
jeans, tied to a punchbag. ’Levi’s 501. They look better broken in,’ the
A second features a teenage boy who comes into the kitchen to find his
mother ironing a crease down the front of his beloved 501’s. ’Levi’s
Shape to fit’ is the strapline. In another, a young boy in hospital with
both his arms encased in plaster has a specimen taken by an attractive
nurse. In the final ad, a young girl is seen charging her friends to
watch her brother as he tries to shrink his 501s in the shower. ’Levi’s
501, shrink to fit,’ the endline reads.
Agency: Bartle Bogle Hegarty
Client: Levi Strauss
Writer/art director: Tiger Savage
Director: Mark Denton
Production company: Brian Byfield.