Levi's breaks "Truth" spots

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Levi Strauss & Co.'s latest campaign to boost its sagging jeans brand touts individual interpretations of "truth." The campaign, from agency TBWA/Chiat/Day, Playa del Rey and San Francisco, Calif., began with wild postings, that is, the unauthorized placement of posters on construction sites, as well as traditional outdoor ads.

It will evolve later this month into a TV campaign where young people present their own "truths." Among the "truths" posted are "Parental warning labels sell more CDs," and "Best friends' moms are usually sexy." The holiday effort replaces the jeansmakers' "hard jeans" back-to-school campaign. 1

Copyright November 1998, Crain Communications Inc.

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