New print ads back Silvertab

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Levi Strauss & Co., San Francisco, on Aug. 20 breaks a print campaign for its high-end Silvertab line that uses the tagline "Lost but not lost." The campaign features two American young men and a woman touring Morocco. Agency TBWA/Chiat/Day, San Francisco, used photographer Albert Watson. Ads will run in GQ, Jane, Nylon and Spin through December. Other elements of the campaign include postcards on in-store racks, a Web site and a 15-second cinema spot. SilverTab's previous ad effort used graffiti-like artwork on outdoor boards.

Copyright August 2000, Crain Communications Inc.

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