Bartle Bogle Hegarty has created a new advertising campaign for
Levi-Strauss, focusing on the re-introduction of its 60s Sta-Prest
pre-creased clothing range.
Teasers will air from 29 January, with the main pan-European campaign
kicking off from 11 February on ITV, Channel 4, Channel 5 and selected
Marking the first work from the client since the branding campaign
featuring Kevin the Hamster, the new ads keep the emphasis on the quirky
as we are introduced to Angel and his furry companion, Flat Eric.
The two drive the streets of Los Angeles in a beaten-up car and, in one
execution, are pulled over by a cop who asks to see their ID.
Angel gets out of the car - revealing his sharp Levi’s clothing - and
opens the boot, where he keeps piles of immaculately folded Sta-Prest
outfits. The cop, clearly impressed, waves them on and, as he does so,
tries to straighten the crease in his own shirt sleeve.
Two other executions show Eric dancing to his favourite tune and killing
time swatting a fly as Angel takes a nap. Four print executions feature
images that have been transformed by the addition of a three-dimensional
John Hegarty, the agency chairman and creative director on the account,
said: ’A brand like Levi’s always has to be rejuvenating itself and
court a certain amount of controversy. We’re aiming the brand at a young
audience and irreverence is part of what they’re about.’
The TV ads were written by Kim Papworth, art directed by Tony Davidson
and directed by Quentin Dupieux from Partizan Midi Minuit, with
photography on the press work by Nadav Kander.