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LEVI'S STRINGS OUT THE WIRE TO SHOW TOUGHNESS OF HARD JEANS: RETAIL/APPAREL

Published on .

Levi Strauss & Co.'s Hard Jeans: "Alambre"

Bromley, Aguilar & Associates, San Antonio

Creative Director: Federico Traeger

Art Director: Ed Flores

Copywriter: Rafael Serrano

Producer: Kim Bunch

Production Company Director: Jim Richie, Ashe Bowie Films

Composer: Jason Murgo, New Age Recording

Sinister-looking b&w shots of barbed wire and shadows open this spot for Levi's new jeans line. It borrows some of its visual style from the campaign created by TBWA/Chiat/Day, Playa del Rey, Calif., for Levi's Hard Jeans launch.

"In the past, barb wire was made from the strongest steel. Until they found something stronger," announces the voice-over, as the camera continues to pan slowly along the wire -- the "Alambre" of the title.

Then the shot dissolves to a closer shot of the barbed wire, to reveal the

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