Bartle Bogle Hegarty is set to launch its latest crop of
pan-European ads for Levi Strauss - an all-action 60-second commercial
for 501 jeans and five print ads for Red Tab denim.
Part of a claimed pounds 9 million marketing spend in the UK for this
financial year, the commercial breaks in cinemas on 1 August and will
air on national and satellite TV from 25 August.
The ad, called ’Kung Fu’, pays witty homage to the martial arts skills
of Bruce Lee and tells how Levi’s 501 jeans look better for longer if
they are washed inside out.
It features a hero who escapes from dubious characters in a Chinese
restaurant in San Francisco’s Chinatown using his Kung Fu expertise. The
action climaxes in a laundry, where the hero throws the villain through
the door, then steps coolly inside to be confronted by the film’s
beautiful heroine - who stops loading a washing machine to gaze
adoringly at him.
He takes a pair of jeans from her, turns them inside out with a rapid
Kung Fu movement and hands them back before leaping back through the
shattered window and into the street where the villains are regrouping.
As the action looks set to recommence, the film freezes with a closing
shot of the hero. The endline is: ’Levi’s 501 jeans - best washed inside
The spot was written by Jeremy Carr, art directed by Tony McTear and
directed by Jonathan Glazer through Academy Commercials.
The print ads, called ’sculptures’, will run in the August to November
editions of style magazines including the Face, Arena, Elle and FHM.
With the aim of broadening awareness that Levi’s makes products other
than 501 jeans, the double-page-spread executions play on the heritage
of Red Tab denim by featuring sculptures of Red Tab jeans, jackets and
shirts crafted in wood, cement, gold, steel and chrome by artists at the
The press work was art directed by Adam Chiappe, written by Matthew
Saunby and photographed by Kevin Summers. Media for both campaigns is
being handled by Motive.