Levi's breaks 'Jeans Donor' campaign

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Levi Strauss & Co. plays on the Super Bowl for the first time this year with a campaign for its Re-Issued 569 Jeans for men available this spring and featuring a worn, vintage look. The campaign, called "Jeans Donor," from agency TBWA/Chiat/Day, San Francisco, begins with a teaser spot airing Jan. 27 and 28, followed by the Super Bowl spot in which a young man's life is saved by the "jeans donor." The jeans donor character is re-visited in a subsequent spot. The spots will run on sports-related programming and also will be available on the company's Web site (www.levis.com). The campaign is the most recent in a series of efforts under the "Make them Your Own" tag line. Other aspects of the campaign include promotions and events in the Tampa area.

Copyright January 2001, Crain Communications Inc.

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