The holiday spot, from Omnicom Group's
|Riding the bull.
The campaign breaks Nov. 11 on Fox programs King of the Hill, The Simpsons and Malcolm in the Middle and will run through Dec. 24 on broadcast and cable networks including MTV, BET and WB.
The new campaign departs from Levi's "Make them your own" tag, which debuted in the fall of 1999. The last spot in that effort ran on this year's Super Bowl. In it, a man on a carousel horse is thrown off. Paramedics notice his "donor" card, and a helicopter lifts the donation -- the jeans -- to a young man wearing only boxers.
The mechanical bull effort is the first produced under Robert Hanson, who was named president of Levi's jeans brand in June. Previously, Mr. Hanson headed Levi's Dockers division and most recently launched Levi's Engineered Jeans in Europe.