A sexy, brooding couple stare down a herd of charging CGI buffalos in this spot from Scandinavian director Jörn Haagen to promote the new Type 1 Jeans line, which was designed to appeal to men and women alike.
The Type 1 rollout and the "Stampede" spot (not to be confused with Heinz's "Weiner Stampede" of 2016) were supported by an online promotion asking consumers to guess where a pair of jeans covered in gold and jewels were "buried," with the final clue coming during the Super Bowl ad itself. The game was created by Lateral, an interactive shop in London.
Two months later, Levi Strauss & Co. President-CEO Phil Marineau deemed the commercial itself "a poor Super Bowl ad,” spurring agency of record Bartle Bogle Hegarty to hash out a new direction for the campaign. But sales never took off, and Type One eventually was discontinued. Seven years later, BBH resigned the account, bringing an end to its 28-year relationship with the jeans giant.
The ad was Levi's second Super Bowl spot in a row, following "Crazy Legs" from TBWA/Chiat/Day in 2002.
AGENCY: Bartle Bogle Hegarty
QUARTER AIRED: Q2