- Bartle Bogle Hegarty launches a pan-European TV and cinema commercial for Levi's Dockers this Saturday, which continues the "non-iron" theme of its debut ad last year.
The ad, "there's more to life than ironing", explores a variety of alternative uses for irons which -- as established in the first commercial -- are not necessary if you wear Dockers.
The ad opens on a gorgeous young man driving through a baking hot landscape past a succession of people using irons in odd ways: to steam an advertising poster to a billboard, to carry out road repairs and to fry an egg.
The man arrives at the beach where he meets up with three friends. They each grab their surfboards and set off along the sand, winning admiring glances from all those around. As they find their spot and start to strip off, a young mother with her kids is stopped in her tracks as first the star's belt is removed, then his zipper lowered. She is left salivating as the film cuts to spectacular scenes of the four men surfing on unusual surfboards topped with floral designs.
Back on the beach afterwards, the four stand laughing as they release the metal legs from underneath their "surfboards" to reveal that they are actually ironing boards. The endline springs up: "There's more to life than ironing."
The ad was written by Adam Chiappe and Matthew Saunby and was directed by Michael Haussman on location in the Mojave desert in California, Huntingdon Beach, LA, and off the North Shores of the Hawaiian island of Oahu. Media planning and buying is co-ordinated by Mediapolis.