Brief

Bartle Bogle Hegarty’s latest Levi’s ad ‘Mermaids’ will break on February 15, the day before a number of new jeans brands are launched at Olympia’s 40 Degrees show. It features the rescue of a drowning fisherman by a group of mermaids. The ad focuses on Levi’s Original Shrink-to-fit 501 jeans with the mermaids becoming frustrated when they cannot remove the fisherman’s jeans as they have shrunk to a perfect fit. Levi Strauss (UK) marketing director Amanda Le Roux says: ‘Levi’s Shrink-to-fit 501 jeans are at the core of our heritage. The ad draws on a myth which has fascinated people for centuries.’

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