Motive, the media arm of Bartle Bogle Hegarty, is launching Levi
Strauss’s upmarket chinos brand, Dockers, into the UK market this Friday
with an entire supplement of ads in the Evening Standard.
The 16-page broadsheet insert, entitled the Mission, exhorts London men
to throw off their pinstripe suits and demand the right to ‘casual
Motive has tied up an all-encompassing deal with the Standard that
includes the use of Dockers headlines on the paper’s news billboards,
special trade versions of the paper with a Dockers advertorial on the
front cover and four weeks of run-of-colour ads in the paper’s Thursday
and Friday issues.
Dockers, which will retail at between pounds 60 and pounds 65 a pair,
will be targeted at ABC1 men in a campaign that will also include
regular ads in the Standard’s City pages on Wednesdays and editorial in
the paper’s online City news service, Business Day Index.
The activity will be followed by a London Underground poster campaign,
which will kick off in mid-April and feature topless male models wearing
Dockers. Similarly attired models will be sent out on to Oxford Street
to support the poster drive. All of the work was created by the Swedish
The advertising was planned and bought by the Motive media planner/
buyer, Raf Al-Hardan. The campaign will roll out nationally towards the
end of the year.