Levi's latest ad is brand's most <BR>expensive to date

LONDON - The new Levi Strauss commercial by Bartle Bogle Hegarty is the most expensive it has made to date, as well as being the first to ditch pop for a classical soundtrack.

The 60-second advertisement for Levi's Engineered Jeans, will hit TV screens on February 21. It features Handel's Sarabande, a move away from the pop music that has typically accompanied so many Levi's ads, often ending up in the music charts as a direct result.

The ad features a man running and crashing through walls, until he is joined by a running woman. The pair then run up tree trunks and into the night sky. It closes with the words "freedom to move".

The company refused to say how much the ad cost to make, but a spokesperson said: "It is the most expensive creative production we have ever made."

It was directed by Jonathan Glazer, written by Antony Goldstein and art directed by Gavin Lester.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.