Levi Strauss has signed a sponsorship deal with the recently launched
television music show, Kiss TV - a spin-off from the dance music radio
station, Kiss FM.
The new arrangement, which will run for a year from 6 September, has
been negotiated by Levi’s media planning and buying shop, Motive, its
creative agency, Bartle Bogle Hegarty, and Kiss TV’s sales director,
The initiative is designed to help Levi’s build on its music heritage.
Kiss TV is a specialist guide to dance music that features news,
interviews and reviews and runs on the cable channel, Live TV, as five
one-hour programmes a week.
Roy Edmondson, who was recently promoted to global marketing director of
Levi’s, said: ‘Levi’s has a history of exploring new, innovative forms
of media and has an established synergy with cutting-edge music.’
BBH has created six sponsorship credit sequences, all of which centre
around a launderette - the scene of one of Levi’s most famous ads and a
recurrent theme for the brand, which claims to improve with washing.
The credits feature Maureen, the manageress of the World’s End
Launderette on the King’s Road in London. Maureen plays herself as she
interacts with customers in different scenes. One vignette features a
customer reading a copy of Campaign. The credits end with the strapline:
‘Levi’s - sponsors of Kiss TV.’
The credits were written by Hugh Todd, art directed by Adam Scholes and
directed by Paul Gay and Steve Reeves through Blink Productions.
The sponsorship association will be promoted with on-air trailers on
Kiss FM. The radio ads, which will run from 3 September, will be based
on the theme that a picture is worth a thousand words.