Bartle Bogle Hegarty has overturned the youth bias of fashion
advertising by signing up non-professional models between the ages of 60
and 86 years old to star in its latest print campaign for Levi’s Red Tab
The latest in the long line of striking Levi’s ads - part of an pounds 8
million marketing spend in the UK for this financial year - the campaign
highlights the heritage of the brand by showing the Red Tab range
modelled by original wearers.
The models, who were chosen from the American Mid-west, include a 79-year-old teacher, Josephine, wearing 534 women’s fit jeans; Alonzo, 86,
the oldest surviving black cowboy in Colorado; and Julius, a 69-year-old
rancher from Colorado. Julius’s closest neighbour is his fellow model
and rancher, Lloyd, who lives an hour’s drive away.
The campaign - which includes double-page spreads and five- and eight-
page gatefold executions - will appear in the August to November issues
of style magazines including the Face, Dazed and Confused, i-D, Sky,
Elle, Arena, 19 and FHM. Media is handled by Motive.
The ads were shot by the fashion photographer, Nick Knight, art directed
by Steve Hudson and written by Victoria Fallon.
Roy Edmondson, the marketing director at Levi Strauss UK, said: ‘This
campaign draws on the 145-year heritage of Levi’s jeans. Nick Knight has
managed to capture the company’s heritage but with a contemporary mood.’
Separately, Levi’s has unveiled a new press push for 501 jeans. The
campaign, called ‘just add water’, consists of three double- and two
single-page ads which depict children’s activities. Readers are invited
to paint the black-and-white drawings with water - which causes only the
jeans in the pictures to change colour to blue.
The ads, created by the BBH art director, Rosie Arnold, carry copylines
endorsing different aspects of 501 jeans, including ‘shrink to fit when
The campaign, which will run for two months from June in style
magazines, is due to appear as a series of four-page bound-in inserts
with a cover-mounted paint brush.