Type 1 gets makeover

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Levi Strauss & Co.'s Type 1 jeans have a new look, both in its advertising and the product itself. The jeansmaker this summer will launch two new spots from Bartle Bogle Hagerty, 49%-owned by Publicis Groupe, which feature a little more humor than its maligned Super Bowl spot, one panned by none other than Levi's CEO Phil Marineau.

In "Car," a cinema and TV spot, a French actor takes a cue from the Wild West by trying to tame a wild car which bucks and tries to shake the would-be driver, at one point dousing him with windshield washer spray. Thomas Hayo, group creative director on Levi Strauss at the agency said the light touch was not necessarily dictated by Mr. Marineau, but "it was always the intent to evolve the campaign."

In an analysts meeting last week, Mr. Marineau said the jeansmaker never intended Type 1 to be a "huge percentage of our business," and added the aim of the original ads was to let consumers know Levi's was an "innovation" icon, and "no longer your mom and dad's jeans." He added that advertising going forward will emphasize the "historic quality value benefits of the Levi's brand" and for the first time will include a joint Levi's and Dockers TV promotion.

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