Levi-Strauss is launching a press campaign across Europe this October for its Dockers brand, the non-iron trouser label. The ads, by Bartle Bogle Hegarty, use the strapline ‘life’s too short’, and are a spoof on the pretentious world of fashion. They carry fictitious credits such as ‘Make up: Rouge Baton’. The campaign includes an execution featuring Dockers’ Khakis for women – the first time the line has been advertised. Media buying is through Mediapolis in the UK. Dockers spent about 1.5m on advertising in the UK last year.