×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

The big push

Published on .

Levi Strauss' spring campaign for its casual Dockers line, from True North Communications' FCB Worldwide, San Francisco, is a variation on its "Nice Pants" tagline campaign, and its target is women as well as men. The print work features a woman, apparently so smitten with her Dockers she sleeps with them. The copy-which asks "Wouldn't it be nice to dream of a champagne lunch on a pink cloud with some handsome stranger, who can't stop complimenting your new pants?"-highlights the words "nice" and "pants." Art director: Robert Lussier. Copy-writer: Jennifer Larsen.
In this article:
Most Popular