Levi's unveils new campaign

- Levi-Strauss is continuing its controversial campaign strategy of challenging the expectations of viewers with the latest work for its pre-creased clothing range, Sta-Prest.

- Levi-Strauss is continuing its controversial campaign strategy of challenging the expectations of viewers with the latest work for its pre-creased clothing range, Sta-Prest.

Teasers will be airing from 29 January, with the main pan-European campaign kicking off from 11 February on ITV, Channel 4, Channel 5 and selected satellite stations. All the ads have been created by Bartle Bogle Hegarty.

Marking the first work from the client since the much derided branding campaign featuring Kevin the Hamster, the new ads keep the emphasis firmly on the surreal as we are introduced to Angel and his furry companion Flat Eric. The two drive the streets of Los Angeles in a beaten up wreck 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 grooving away to his favourite tunes and killing time swatting a fly as Angel takes a nap. Four print executions feature images which have been transformed by the addition of a 3-dimensional crease.

John Hegarty, 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 ads were written by Kim Papworth, art directed by Tony Davidson and directed by Quentin Dupieux from Partizan Midi Minuit. Photography was by Nadav Kander.



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