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 new ad, ’there’s more to life than ironing’, explores a spectrum 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 hunk 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
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 the
star first removes his belt, then lowers his zipper. 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, the four stand laughing as they release the metal
legs from underneath their ’surfboards’ to reveal that they are actually
ironing boards. The endline says: ’There’s more to life than
The ad was written by Adam Chiappe and Matthew Saunby and directed by
Michael Haussman through Serious Pictures in the Mojave desert in
California, Huntingdon Beach, Los Angeles, and off the Hawaiian island
The star of the ad is the actor, Tony Coleman, who is joined for the
surfing extravaganza by three top professional surfers: Shane Dorian,
Matty Liu and Miles Arreola.
UK media planning and buying is handled by Mediapolis, which has booked
a pounds 3 million three-week TV campaign, Dockers’ first national TV
The TV ads break on 1 April on terrestrial and cable and satellite