Wild cars and horse breakers star in Levi's Type 1 ads

NEW YORK - A man tries to tame a wild car in the new campaign for Levi's Type 1 jeans uniting elements of the Wild West with modern life, created by Bartle Bogle Hegarty.

The idea of the ads is to promote Levi's heritage against a modern backdrop.

In one of the new spots, a young man is on a quest to tame an escaped car that is running wild. In a second ad, called "horse", a woman, who is a real-life horse breaker, stars in a fantasy piece where she and her horse unite to test the laws of gravity and reality. It breaks on July 14, two weeks after "car" debuts.

The ads were created by BBH New York. On "car", the copywriter was Antony Goldstein and art director was Gavin Lester. The ad was directed and produced by Traktor, and features the music of Blur.

"Horse" was directed by Johan Renck and art directed by Thomas Hayo, and features music by UNKLE.

The two new ads break in US cinemas, and follow up "stampede", which debuted at this year's Super Bowl and featured a heard of bison.

Hayo, who is group creative director for BBH US, said: "The new ads are a fun, fast-paced and modern take on classic themes from Levi's heritage, in the same ways that Type 1 is a contemporary version of the classic western jean.

"Levi's jeans were originally designed for pioneers and in a way they still are, only this time for people who are the modern equivalent of them."

Levi's Type 1 jeans were launched in the UK at the same time, but abandoned the western heritage theme and used a campaign starring mice people, created by BBH London.

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