The Levi's Brand Launches New Levi's Type 1 Jeans Ads; ''Car'' to Debut in Cinema During Big Box Office Holiday Weekend

SAN FRANCISCO--()--June 26, 2003--The Levi's(R) brand today announced the launch of two television ads for the bold new denim line, Levi's(R) Type 1(TM) Jeans. The spots were created by ad agency Bartle Bogle Hegarty, New York.

The new spots juxtapose elements from the brand's rich heritage against a modern fantasy backdrop to make a bold, and often light-hearted, statement about the Levi's(R) Type 1(TM) Jeans line.

"Car," which will run in :60 and :30 versions, portrays a young man's relentless quest to tame an "escaped" car that is running wild. The spot debuts in cinema on June 27, 2003 and airs throughout July, including the July 4th holiday weekend as a preview to films such as Terminator 3: Rise of the Machines, Bad Boys 2, and Lara Croft and the Cradle of Life. Following its cinema debut, "Car" will air during prime-time network programs such as Smallville, The MTV Video Music Awards and The Billboard Music Awards.

The second spot, entitled "Horse," will run in a :60 version and breaks the week of July 14, 2003. Reflecting the Levi's(R) brand commitment to authenticity and a positive image of strong and empowered women, an authentic horse breaker is featured in the spot. Set against a modern fantasy backdrop, the star of the spot and her horse unite to test the laws of gravity and reality. The spot will air in rotation with "Car" during prime-time network programming.

"The new ads are a fun, fast-paced and modern take on classic themes from Levi's heritage, in the same way that Type 1 is a contemporary version of the classic western jean," said Thomas Hayo, group creative director, BBH US. "Levi's jeans were originally designed for pioneers and in a way they still are, only this time for people that are the modern equivalent of them."

Creative credits

Car:

Director: Traktor

Production Company: Traktor

Executive Producer: Jim Bouvet

Group Creative Director: Thomas Hayo

Art Director: Gavin Lester

Copywriter: Antony Goldstein

Agency Producer: Bruce Wellington

Music: Blur

Horse:

Director: Johan Renck

Executive Producer: Kerstin Emhoff/Nicola Dorking

DP: Dan Landin

Group Creative Director/Art Director: Thomas Hayo

Agency Producer: Bruce Wellington

Editor: Paul Watts, the Quarry

Music: UNKLE

Talent: Brandon Noe

About Levi's(R) Type 1(TM) Jeans

Levi's(R) Type 1(TM) Jeans for men, women and kids captures the essence and authenticity of the Levi's(R) brand. Inspired by Levi's(R) brand heritage, this stylish new line features a bold, modern, interpretation of Levi's(R) design details including:

-- Oversized rivets and buttons

-- Bold two-horse back patch and back-pocket red tab

-- Powerfully dramatic arcuate (the trademark stitching on the back pockets)

-- Accentuated stitching

-- A modern, sexy approach to the famous Levi's(R) Jeans fit

About Levi's(R) Jeans

Invented in 1873 by Levi Strauss, Levi's(R) Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through jeanswear innovation. Levi Strauss & Co. marks its 150th year of business in 2003. For more information about the Levi's(R) brand, its products and Levi's(R) Stores, visit levi.com.

BBH New York is a full-service agency with several consumer clients that includes the Levi's(R) brand. More information is available at www.bartleboglehegarty.com.

Contacts

The Levi's(R) Brand
Amy Gemellaro, 415/501-6178
or
BBH
Rachael Powell, 212/812-6617

Contacts

The Levi's(R) Brand
Amy Gemellaro, 415/501-6178
or
BBH
Rachael Powell, 212/812-6617