THE BEST AWARDS: APPAREL: 'ELEVATOR' MAKES MARVELOUSLY EMOTIONAL RIDE FOR LEVI'S: DOCTORS,' LEE, DOCKERS ALL SELL VIA SOLID STORY

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Levi Strauss & Co.: "Elevator" (Foote, Cone & Belding; Bay Films; :60). "Without a doubt, a great commercial" was the consensus of the AA Best judges. Product is well integrated in commercial showing jean-clad strangers-a man and a woman-on an elevator. They eye each other, then share the same daydream: falling in love, marriage, raising a family (as the song, "I Think I Love You" resonates). But when the ride ends they hesitate a moment, then silently go their separate ways. Oh, what might have been! Wide Leg Jeans logo adorns the floor of the lobby where they separate. Michael Bay directed.

Levi Strauss & Co.: "Doctors" (Foote, Cone & Belding; Satellite Films; :60). A bit of a departure for Levi's, this spot uses quick cuts of a scene in an emergency room gone mad, plus music, to sing the praises of Wide Leg Jeans. The victim sings, the doctor joins in and soon the whole staff is singing and dancing. Director Spike Jonz and the tune "Tainted Love" have the place rocking.

Lee Jeans: "Laundry Room" ( Fallon McElligott; @radical.media; :30) Jeans are, as usual, the subtle stars of this Lee mini-drama. A young woman in a laundromat, anticipating the arrival of a hunk, buys all the coins in the change machine. The ploy works when the man, seeing the "empty" sign, asks her if she has any change. "Let me check," she replies coyly, surreptitiously shoving her horde of coins under her chair.

Dockers: "Vive La France" (Foote, Cone & Belding; Ritts/Hayden; :30). Soft-sell b&w spot has an American tourist, clad in Dockers stone-washed khakis, attracting the eye of a beautiful woman at the requisite outdoor cafe. She breathes a phrase into his ear as she leaves; he scrambles for his translation

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