Levi's Debuts New Campaign from BBH

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BBH's first campaign for Levi's features sexy people taking sexy risks.
Levi's has unveiled the first broadcast campaign from Bartle Bogle Hegarty/New York since the agency took over the account from TBWA/Chiat/Day earlier this year. The much anticipated campaign, for Levi's Low-Rise jeans, features the tagline "Dangerously Low" coupled with stylishly gritty vignettes of dangerous situations.

In one spot, "French Dictionary," Gael Garcia Bernal (of Y Tu Mama Tambien fame) shakes his pursuers in a high-speed chase, gets the girl and -- with her help -- dumps his car off a pier. In another, "Atlas Bakery," a woman breaks into a seedy chop shop to rescue her stolen car. Both spots, directed by Ivan Zacharias via upstart production company Smuggler, break Monday.

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