Levi's 'moonbathing' by Bartle Bogle Hegarty
Levi's new ad campaign has rejected the more conventional sun worship in favour of "moonbathing". The series of three ads, by Bartle Bogle Hegarty, feature predictably slender, glamorous models -- clearly not the type to mooch around the house in their favourite pair of comfy jeans. Instead, in the 90-second version, a man dresses up in his pair of Levi's 40506 and, in the dead of night, climbs out of his apartment window. Other people are shown settling down for the evening but our hero clambers up buildings, travelling upwards to the highest point where the moon is strongest. When he arrives at his favourite moonbathing spot he discovers a female Levi's wearer who's had the same idea. She's basking on a diving board lapping up the moon's rays. The strapline reads: "Moonbathe. Be original."