CAMPAIGN INTERNATIONAL: INTERNATIONAL GALLERY - Levi Strauss: Bartle Bogle Hegarty

The concept behind this campaign is that each one of four spots illustrates a fit or detail of the Levi’s 501 range. None of the ads feature any dialogue - instead, they work as visual stories. The first shows a boxer aggressively attacking in the direction of the camera. It’s only when the shot pulls back you see he’s punching his pair of jeans, tied to a punchbag. ’Levi’s 501. They look better broken in,’ the endline reads.

The concept behind this campaign is that each one of four spots

illustrates a fit or detail of the Levi’s 501 range. None of the ads

feature any dialogue - instead, they work as visual stories. The first

shows a boxer aggressively attacking in the direction of the camera.

It’s only when the shot pulls back you see he’s punching his pair of

jeans, tied to a punchbag. ’Levi’s 501. They look better broken in,’ the

endline reads.



A second features a teenage boy who comes into the kitchen to find his

mother ironing a crease down the front of his beloved 501’s. ’Levi’s

501.



Shape to fit’ is the strapline. In another, a young boy in hospital with

both his arms encased in plaster has a specimen taken by an attractive

nurse. In the final ad, a young girl is seen charging her friends to

watch her brother as he tries to shrink his 501s in the shower. ’Levi’s

501, shrink to fit,’ the endline reads.



Country: Japan



Agency: Bartle Bogle Hegarty



Client: Levi Strauss



Writer/art director: Tiger Savage



Director: Mark Denton



Production company: Brian Byfield.



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