LEVI'S GOES URBAN COWBOY

Mechanical Bull Star of New Spot by TBWA

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SAN FRANCISCO (AdAge.com) -- Levi Strauss & Co. this weekend goes back to its Western heritage in an urban way with a new spot featuring a mechanical bull.

The holiday spot, from Omnicom Group's

Riding the bull.
TBWA/Chiat/Day, San Francisco, shows a cowboy riding the bull at a bar when a man dressed in Levi's relaxed boot fit jeans is forced by his friends to take the next turn. Once on the bull, he gives the signal to start and immediately is tossed onto a mat. The spot is tagged "Levi's. Not Just for Cowboys -- Boot Fit Jeans."

The campaign breaks Nov. 11 on Fox programs King of the Hill, The Simpsons and Malcolm in the Middle and will run through Dec. 24 on broadcast and cable networks including MTV, BET and WB.

The new campaign departs from Levi's "Make them your own" tag, which debuted in the fall of 1999. The last spot in that effort ran on this year's Super Bowl. In it, a man on a carousel horse is thrown off. Paramedics notice his "donor" card, and a helicopter lifts the donation -- the jeans -- to a young man wearing only boxers.

The mechanical bull effort is the first produced under Robert Hanson, who was named president of Levi's jeans brand in June. Previously, Mr. Hanson headed Levi's Dockers division and most recently launched Levi's Engineered Jeans in Europe.

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