Levi's tells audience to 'rub yourself' in Worn campaign

LONDON - Levi Strauss's latest advertising breaks on UK television today, exhorting people to 'rub yourself' in the name of its newest denim innovation, Worn Denim.

The three ads, created by Bartle Bogle Hegarty and directed by Frank Budgen, feature the usual parade of attractive young people shot in moody, atmospheric surroundings. The ads show models writhing on the floor and against walls in various urban surroundings, including a bowling alley and a car park. The ads finish with the line "rub yourself". There are two 30-second and one 60-second executions.

Worn Denim is the latest effort by Levi's to differentiate its product from other jeans brands. It is created by injecting the fabric with two-tone sprays and moulding it to give it a 3D appearance.

Suzanne Gallacher, UK marketing manager at Levi's, said: "The commercials are primarily being used to communicate our continued innovation.

"We promised that we would develop other innovative products outside the Levi's Engineered Jeans range and these new jeans are proof that we will continue to develop fits and finishes that challenge and excite our target consumers."

The Worn Jeans campaign retains the distinctive look of other recent work for Levi's, including last year's "twisted" ad, which was directed by Budgen and won the gold award at this year's D&AD awards. The ads were written and art directed by Fred Raillard and Farid Mokart at BBH.

Levi's is also to promote its autumn/winter girls' range with a dedicated poster campaign. The ads, shot by the photographer Terry Richardson, will appear in style magazines and outdoor. The campaign will promote Levi's low-waisted jeans and skirts, as well as a dedicated girls' range of jackets and T-shirts.

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Jennifer Whitehead, recommends

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