Levi's Type 1 Jeans Print Campaign to Break in Sports Illustrated Swimsuit Issue; Levi's to Co-Host Live Webcast at Exclusive Sport Illustrated Swimsuit Event to Mark the Unveiling.Business Editors/Consumer & Lifestyle Editors SAN FRANCISCO--(BUSINESS WIRE)--Feb. 13, 2003 The Levi's(R) brand announced today it will break a new print campaign to support the launch of Levi's(R) Type 1(TM) Jeans in the Sports Illustrated Sports Illustrated is the largest weekly American sports magazine owned by media conglomerate Time Warner. It has over 3 million subscribers and is read by 23 million adults each week, including over 18 million men, 19% of the adult males in the country. (SI) Swimsuit Issue due to hit newsstands on February 19, 2003. The print creative showcases a modern, bold sexy look and spirit of the brand. The annual issue unveils the first of eight print executions. To mark the introduction, the Levi's(R) brand will co-host a live webcast with Sports Illustrated from the SI Swimsuit Issue launch party on Tuesday, February 18, 2003 in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of . The webcast will air live on SI.com from 8-8:30 p.m. EST P.M. also p.m. or p.m. abbr. post meridiem Usage Note: By definition, 12 a.m. that evening and can be viewed on the site or via levi.com until the end of March. "The Levi's(R) brand has been synonymous with synonymous with adjective equivalent to, the same as, identical to, similar to, identified with, equal to, tantamount to, interchangeable with, one and the same as strong, bold and courageous pioneering individuals since its founding over a century ago," said Anna Brockway, Levi's(R) brand director of marketing. "The Levi's(R) Type 1 Jeans print campaign celebrates this version of sexy which is authentic, organic and much less contrived than what has been in fashion for the last few years. What better way to celebrate this new emerging image than to break our print ad campaign for our bold new sexy product, Levi's(R) Type 1 Jeans in the biggest, most widely read print issue of the year, the Sports Illustrated Swimsuit Issue The Sports Illustrated Swimsuit Issue is published annually by Sports Illustrated magazine. It features top fashion models wearing designer swimwear in exotic locales. New issues come out around the middle of February or later. It was first published in 1964. ." Levi's(R) Type 1 Jeans Print Campaign As the incumbent advertiser of the coveted cov·et v. cov·et·ed, cov·et·ing, cov·ets v.tr. 1. To feel blameworthy desire for (that which is another's). See Synonyms at envy. 2. To wish for longingly. See Synonyms at desire. front cover position, the Levi's(R) brand designed a custom cover gatefold gate·fold n. A foldout, especially one that opens to double the page size. Noun 1. gatefold - an oversize page that is folded in to a book or magazine foldout execution to showcase the creative. Cueing the brand's historic roots, the imagery featured in the Levi's(R) Type 1Jeans campaign is a 21st century interpretation of portraiture portraiture, the art of representing the physical or psychological likeness of a real or imaginary individual. The principal portrait media are painting, drawing, sculpture, and photography. From earliest times the portrait has been considered a means to immortality. photography. Each image in the campaign features a model clad in Levi's(R) Type 1 Jeans holding an intriguing prop that resembles something familiar from current day, but is unusual enough to allow for interpretation. The Sports Illustrated execution features model Liliana Dominguez in Levi's(R) Type 1(TM) Jeans and matching jacket in a bold stance, staring unflinchingly at the camera. She is seen standing near a hubcap linking her to the brand's fall 2002 television spot "Chop Shop" in which she appears. In addition to Sports Illustrated, subsequent executions in the campaign will appear in Allure, Teen People, Details, FHM FHM For Him Magazine FHM Fachhochschule München (Munich University of Applied Sciences, Germany) FHM Forest Health Monitoring FHM Familial Hemiplegic Migraine FHM Funeral Home Marker (genealogy) , Out, Spin, Vibe, GQ, Interview, and Paper among other publications. The campaign will break in the SI Swimsuit Issue and run through December 2003. For the fourth consecutive year, the Levi's(R) brand has broken its print creative in what is recognized as the most widely read print publication of the year. More than 50 million U.S. adults will see this year's issue. In addition to print the company will support the launch of Levi's(R) Type 1(TM) Jeans with broadcast and outdoor advertising. Levi's(R) Jeans and Sports Illustrated Webcast The Levi's(R) brand and Sports Illustrated will celebrate the unveiling of the Levi's(R) Type 1(TM) Jeans print campaign with a live Levi's(R) and SI Swimsuit webcast to be broadcast from the SI Swimsuit Issue party on Tuesday, February 18, 2003 at 8:00 p.m. EST. Liliana will co-host the webcast with Access Hollywood Access Hollywood is a weekday television entertainment news program covering events and celebrities in the entertainment industry. It was created by former Entertainment Tonight correspondent Billy Bush. Fans of the famous annual issue are invited to virtually attend the exclusive event on SI.com. Webcast viewers can help choose the questions Liliana asks of the SI Swimsuit models, such as "What defines 'sexy' today?" Questions can be posted on SI.com through February 18. Press will not be invited to attend the launch party or the webcast. About The Levi's(R) Brand Invented in 1873 by Levi Strauss
Levi Strauss, born Löb Strauß , Levi's(R) Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's(R) Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through jeanswear innovation. The year 2003 marks the 150th anniversary of Levi Strauss & Co. |
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