NEWS: Bartle Bogle Hegarty develops innovative Levi’s Internet spots

Levi-Strauss has unveiled a radical new direction in Internet advertising for its world-famous jeans brand.

Levi-Strauss has unveiled a radical new direction in Internet

advertising for its world-famous jeans brand.

Known as ‘magpie pieces’, the technique takes the form of a gateway icon

represented by a winking eye. The Levi’s ads are triggered into action

when Net users click on the eye.

There are four executions in the series: ‘snowflakes’, ‘DNA’, ‘cowboy’

and ‘shrink-to-fit’.

‘Snowflakes’ is a 20-second ad in which two animated snowflakes

gradually form on-screen. As they reach their full size, an endline

freezes on to the screen and reads: ‘No two pairs are the same.’ The

endline’s typeface is animated to give it a frosted look.

‘DNA’ is a short piece of animation that shows a DNA double helix

gliding across the screen. Within the DNA, are pairs of letters that

spell out ‘each pair is unique’.

Once the animation sequences are complete, they disappear and the screen

returns to normal.

The magpie pieces do not appear on Levi’s own Website,, but

have been placed on selected sites throughout the World Wide Web,

including those of MTV and Fortean Times.

The Magpie Pieces are being pioneered by Levi’s in conjunction with its

ad agency, Bartle Bogle Hegarty and the Website design agency, Obsolete.

The media strategy was planned and bought by Levi’s media agency,


The ads were developed after research by BBH showed that the Net is used

in an exploratory manner.

David Bryant, a copywriter at BBH, commented: ‘Current Net advertising

is very much restricted to banner inserts and graphics on pages, and

there are huge Websites with information you don’t necessarily want.

Magpie pieces is more akin to press or television advertising, where the

message pops up while you’re reading or watching something and then goes

away again.’

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