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Published on .

In the U.S. this fall, Levi Strauss & Co. launches a hybrid pant, a stonewashed Dockers intended to be worn for super-casual occasions instead of jeans. Aimed at men ages 25 to 34, the continuation of its "Nice Pants" campaign includes a spot with supermodel Tatjana who compliments an American in Paris on his "beau pantalon" and one in which an executive transforms into a superhero who is complimented on his pants by threatening monsters. Foote, Cone & Belding, San Francisco, handles the campaign, which will be supported by $32 million in spending on NFL broadcasts, NBC prime time, ESPN and some cable over the next 18 months.
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