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Levi's unleashing $60 mil Wide Legs effort

Published on .

Levi Strauss & Co. this week breaks one of its largest campaigns in recent years, an estimated $40 million to $60 million effort, with a spot that shows a man and woman who begin flirting with each other in an elevator. A quick montage of scenes of love, marriage and a baby follow, ending abruptly when the elevator doors open and they part ways. The spot is tagged "Levi's Wide Leg jeans. It's wide open." Foote, Cone & Belding, San Francisco, handles.

Copyright November 1996, Crain Communications Inc.

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