BBH breaks Pan-Asian Levi'S campaign

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MANILA -- Levi Strauss & Co. has launched a $10 million advertising and promotion campaign in the Asia-Pacific region for its Levi's 501 jeans. Entitled "School," the new TV spot--designed solely for the Asian market--was created by Bartle Bogle Hegarty's Singapore and London offices.

The commercial is set in rural America in the 1960s. It features an 11-year-old boy entering a high school campus burdened with a huge ant farm. He takes the elevator and witnesses a woman's hand insert a note into the watch pocket of a handsome male student. When he finally gets to class, the young boy discovers that the woman in the elevator is actually his teacher, recognizing the bracelet on her outstretched hand. It will be the first of a series of TV commercials geared for Asia.

For the Asian market, the basic idea is to reinforce Levi's history as a classic American brand, according to Martin Rippon, Levi's VP for marketing (Asia-Pacific). "We wanted to re-emphasize our heritage and our culture so we chose to set the commercial in the 1960s."

The ad will run in seven markets: the Philippines, Japan, Hong Kong, Indonesia, Thailand, India, and Singapore. In Asia, the U.S. company's three biggest markets are Japan, the Philippines and Australia.

Copyright December 1997, Crain Communications Inc.

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