Levi’s launches global ads to promote Aids awareness

Levi Strauss is launching what it claims is the first global public service campaign next week, with a series of four short films to mark World Aids Day on 1 December.

Levi Strauss is launching what it claims is the first global public

service campaign next week, with a series of four short films to mark

World Aids Day on 1 December.



The animated films, which feature the adventures of a condom, were made

by TBWA/Chiat Day in San Francisco using funding from Levi Strauss. The

campaign starts on satellite television this weekend and moves on to

terrestrial for 1 December.



Roy Edmondson, Levi’s director of global marketing, said: ’Our global

programme aims to supplement the work being undertaken by HIV/Aids

agencies and help break down barriers in a serious but entertaining

way.’



’Condom man’ - the main character in the 15-second announcements - keeps

the tone humorous and light-hearted. In ’marathon’ his stamina keeps him

going while all the competitors drop with exhaustion, until he is a lone

hero with his arms pumping and a determined look on his face. The

endline reads, ’Last longer with a condom. World Aids Day 1998.’



Another execution, ’sensitive’, shows condom man sitting comfortably in

a cinema, watching a film and munching popcorn while a melodramatic

soundtrack plays in the background. At the end, we see him silently

crying before the words ’Condoms are sensitive. World Aids Day 1998’

appear on screen.



Two other films, ’trampoline’ and ’parachute’, demonstrate that condoms

are fun and that you can get lucky with a condom.



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