SUPER BOWL UPDATE: Levi's and AT&T Wireless

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Levi's yesterday unveiled its plans for the Super Bowl, which will include a 60-second spot from Bartle Bogle Hegarty/New York and Academy Films director Jorn Haagen. The spot, which introduces Levi's new "Type 1" line of jeans, is shot in the ultra-hip, cinematic style that has served BBH and Levi's so well in the U.K. It features a couple strolling through the streets of a city as a herd of buffalo stampedes toward them. In addition to promoting the Type 1 launch, the commercial will include the final clue in an online sweepstakes that's being held at Levi's website. ... Ogilvy & Mather unveiled its "mLife" campaign for AT&T Wireless during last year's game to mixed reviews. The two spots in this year's Super Bowl, however, seem much more likely to please. In one, directed by Tool of North America's Erich Joiner, we see how the whole saga of Gilligan's Island could have been averted if Gilligan had only had an mLife. The other, directed by Bob Industries' Peter Care, shows a parody of Antiques Roadshow, in which a man brings in a truly outdated item: a land line.
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