The jeans company has signed a deal with Metro International to run ads across 27 of its editions in Europe and in Associated Newspapers' UK Metro title.
Metro will redesign its TV listings page on February 14 to print the iconic Levi's red tab alongside the times when the ads will be shown. This is supplemented by print ads in front-page positions and throughout each paper. The aim is to make the Levi's TV spot a "must watch" event on Valentine's Day.
Creative work is by Bartle Bogle Hegarty. The media deal was brokered by Starcom International's team in London. Sophie Henry, the international account director at Metro International, said: "This is the first time a newspaper has been used to launch a television campaign across Europe in this way."
By combining domination of the newspaper with positions in the TV listings, Levi's will generate huge awareness of the launch."
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