Levi's campaign focuses on flirtation

Flirtatious encounters between young men and women in urban settings continue to form the basis of three dialogue-based commercials for Levi's Anti-Fit 501s from Bartle Bogle Hegarty.

The pan-European campaign, which breaks on 1 September, is the second for the new range of jeans. The first broke in February and abandoned the epic, music-heavy style previously associated with the brand.

The new work focuses on conversations between characters, with the jeans playing a central role.

In the first spot, a man takes his jeans to a tailor simply to show them off to the girl behind the counter, who thinks he wants them altered.

The second involves a guy on a bike, who tries to get the object of his desire, a girl on skates, to hold on to his jeans and be pulled along.

The third features a couple in the early stages of their relationship having a flirtatious conversation. The ads were written by Toby Allen, art directed by Jim Hilson and directed by Nick Gordon for Academy. It is the first campaign the agency has developed since Mark Shillum was hired as the creative director to work solely on Levi's.

The campaign breaks this week. The ads will run on ITV for four weeks and continue on Channel 4 and Sky channels until 16 November.

Media is through Starcom Motive. The ads are available to watch on Levi's European website eu.levi.com.

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