Levi's ads give 501 reasons

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Levi Strauss & Co. this month launches an estimated $45 million campaign presenting 501 irreverent and humorous reasons to squeeze into tight-fitting 501 jeans (Reason No. 002,"That's a dangerous place to put a zipper"; Reason No. 007, "In Prague, you can trade them for a car.")

Sporting a new circular logo, the campaign includes many new-media vehicles, including alternative "zine-type" publications such as Blaster, painted walls in 29 markets and projected graphics in five markets in addition to traditional network and cable buys. Foote, Cone & Belding, San Francisco, handles, but for the first time, U.S. television includes two spots from Levi Strauss' Europe agency, Bartle, Bogle, Hegarty, London. The Hispanic executions, from agency Mendoza Dillon y Asociados of Newport Beach, Calif., for the first time are a direct translation of the general campaign.

Copyright 1995 Crain Communications Inc.

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