Mice to model jeans in latest Levi's campaign

LONDON - The elegantly wasted youth of Levi's advertising campaigns are to be replaced by 'mice people' in a £2.5m campaign set to hit television screens next month.

The campaign, created by Bartle Bogle Hegarty, will feature a gang of mice people -- models with the heads of mice superimposed -- who kidnap a wealthy woman's cat. It supports Levi's new brand of jeans, known as Type 1, which feature exaggerated details, such as oversized rivets.

According to reports, the ad, with its computer-generated effects, cost even more to produce than last year's "odyssey" production, which featured Handel's 'Sarabande' and two young people running through walls and up a tree.

The new campaign returns the Levi's brand to more modern music, with a new song by the producer Nellee Hooper, who is famous for working with Bjork and Massive Attack. The ad was filmed on Sunset Boulevard in Los Angeles, and was directed by Michel Gondry. Gondry's previous work for Levi's includes "drugstore", which is entered in the Guinness Book of World Records for the number of awards it has won. He has also directed ground-breaking music videos for bands such as The Chemical Brothers and Radiohead.

The campaign breaks on February 13 and will show in the UK and across Europe.

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

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now