Levi's "beautiful morning" by FCB West

Levi's says its new spot is a "current take on a classic Levi's" commercial and features a more modern protagonist.

The ad, created by FCB West, is part of the global "live in Levi’s" campaign and will run in cinemas and on TV in the US. It promotes Levi’s 501 CT jeans and opens on a man waking up next to a girl and then leaving. After waking up and finding herself alone, the woman is about to walk out the door when she is greeted by her lover who, it turns out, only nipped out to get them some breakfast. The work was written by Chris Waigand and Steve O’Brien, art directed by Amy Matheu and Jacob Pepper, and directed by Sara Dunlop through Rattling Stick and The Lift.


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