Brief

Levi-Strauss’ latest advertising, launching August 1, has a Kung Fu theme. The commercial, by Bartle Bogle Hegarty, spoofs Bruce Lee-style Seventies martial arts movies, featuring fighting scenes which switch from a San Francisco Chinese restaurant to a laundry. The ad promotes the theme ‘Best Washed Inside Out’ for Levi’s 501 jeans, to reflect a fashion move towards maintaining dark dye jeans, according to Levi-Strauss (UK) marketing director Amanda Le Roux. The 60-second ad breaks in cinemas before airing on ITV, Channel 4, Channel 5, and selected satellite stations from August 25.