- Levi Strauss has rejected the use of attractive aloof models for its new US campaign for its Silver Tab clothing and instead opted for a 'real kids' on the street look.
The $10 million print and outdoor campaign, which targets 15 to 25 age group, was created by TBWA Chiat/Day in San Francisco. It features images of teenagers hanging out, displaying their individuality, self-expression dressed in Silver Tab clothing.
The campaign is designed to appeal to a number of youth 'tribes' such as electronica, hip hop and the retro soul.
The Silver Tab ads, which were designed by Graham Rounthwaite, a graphic illustrator in London, and are described in the New York Times as "blending ethnicities and blur racial definitions with muted skin tones and exotic hair colours".
One ad, which is meant to appeal to the hip-hop and rap culture, carries the headline "It's bangin' son," which translates to "cool".
Teen-agers are shown dressed in Silver Tab clothing including baggy pants, hip huggers and tiny tops, with accessories as varied as chunky gold jewellery, nose rings, beepers, knapsacks, baseball caps and tattoos.
A second ad, aimed at the retro soul crowd, carries the headline "Outtamyhead" which translates to everything is fine. The execution features a woman wearing platform shoes and flared jeans
Mark Hogan, director for consumer marketing at Levi Strauss, said: "People are able to project themselves into these settings and relate to these characters more than they can relate to a supermodel. It's a unique and different approach in a category that has a lot of competition."