The Levi's Brand Launches New Levi's Type 1 Jeans Ads; ''Car'' to Debut in Cinema During Big Box Office Holiday Weekend.Business Editors SAN FRANCISCO--(BUSINESS WIRE)--June 26, 2003 The Levi's(R) brand today announced the launch of two television ads for the bold new denim line, Levi's(R) Type 1(TM) Jeans. The spots were created by ad agency Bartle Bogle Hegarty Bartle Bogle Hegarty (BBH) is a British advertising agency, responsible for some of the more notable advertising campaigns of the last twenty years. The company was founded by John Bartle, Nigel Bogle & John Hegarty in 1982. , 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 new spots juxtapose jux·ta·pose tr.v. jux·ta·posed, jux·ta·pos·ing, jux·ta·pos·es To place side by side, especially for comparison or contrast. elements from the brand's rich heritage against a modern fantasy backdrop to make a bold, and often light-hearted, statement about the Levi's(R) Type 1(TM) Jeans line. "Car," which will run in :60 and :30 versions, portrays a young man's relentless quest to tame an "escaped" car that is running wild. The spot debuts in cinema on June 27, 2003 and airs throughout July, including the July 4th holiday weekend as a preview to films such as Terminator 3: Rise of the Machines, Bad Boys 2, and Lara Croft and the Cradle of Life. Following its cinema debut, "Car" will air during prime-time network programs such as Smallville, The MTV Video Music Awards The MTV Video Music Awards were established in 1984 by MTV to celebrate the top music videos of the year. Originally beginning as an alternative to the Grammy Awards, the MTV Video Music Awards is now a respected pop culture awards show in its own right. and The Billboard Music Awards. The second spot, entitled "Horse," will run in a :60 version and breaks the week of July 14, 2003. Reflecting the Levi's(R) brand commitment to authenticity and a positive image of strong and empowered women, an authentic horse breaker one employed in subduing or training horses for use. See also: Horse is featured in the spot. Set against a modern fantasy backdrop, the star of the spot and her horse unite to test the laws of gravity and reality. The spot will air in rotation with "Car" during prime-time network programming. "The new ads are a fun, fast-paced and modern take on classic themes from Levi's heritage, in the same way that Type 1 is a contemporary version of the classic western jean," said Thomas Hayo, group creative director, BBH BBH Brown Brothers Harriman (investment bank) BBH Bartle, Bogle, Hegarty (advertising agency) BBH Bouncing Busy Hour BBH Blueback Herring (FAO fish species code) US. "Levi's jeans were originally designed for pioneers and in a way they still are, only this time for people that are the modern equivalent of them." Creative credits Car: Director: Traktor Production Company: Traktor Executive Producer: Jim Bouvet Group Creative Director: Thomas Hayo Art Director: Gavin Lester Copywriter: Antony Goldstein Agency Producer: Bruce Wellington Music: Blur Horse: Director: Johan Renck Johan Renck (born October 5, 1966) is a Swedish musician (under the stage name Stakka Bo) and music video director. He has directed music videos for a number of artists including Kylie Minogue's "Love at First Sight", Madonna's "Hung Up" and "Nothing Really Matters", Robbie Executive Producer: Kerstin Emhoff/Nicola Dorking DP: Dan Landin Group Creative Director/Art Director: Thomas Hayo Agency Producer: Bruce Wellington Editor: Paul Watts, the Quarry Music: UNKLE Talent: Brandon Noe About Levi's(R) Type 1(TM) Jeans Levi's(R) Type 1(TM) Jeans for men, women and kids captures the essence and authenticity of the Levi's(R) brand. Inspired by Levi's(R) brand heritage, this stylish new line features a bold, modern, interpretation of Levi's(R) design details including: -- Oversized o·ver·size n. 1. A size that is larger than usual. 2. An oversize article or object. adj. o·ver·size also o·ver·sized Larger in size than usual or necessary. rivets and buttons -- Bold two-horse back patch and back-pocket red tab -- Powerfully dramatic arcuate arcuate /ar·cu·ate/ (ahr´ku-at) arc-shaped; arranged in arches. ar·cu·ate adj. Formed in the shape of an arc. (the trademark stitching on the back pockets) -- Accentuated stitching -- A modern, sexy approach to the famous Levi's(R) Jeans fit About Levi's(R) Jeans 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 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. Levi Strauss & Co. marks its 150th year of business in 2003. For more information about the Levi's(R) brand, its products and Levi's(R) Stores, visit levi.com. BBH New York is a full-service agency with several consumer clients that includes the Levi's(R) brand. More information is available at www.bartleboglehegarty.com. |
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