Levi-Strauss’ spring advertising campaign will focus on the reintroduction of its original Sixties Sta-Prest pre-creased clothing range, to extend the brand’s appeal beyond denim.
The campaign, by Bartle Bogle Hegarty, features three TV executions shot in Los Angeles and four print and poster ads. Teaser ads for the TV campaign break on January 29 and the full campaign starts on February 11.
The TV ads, designed to be “surreal and witty”, feature a Sta-Prest-wearing man called Angel in his battered car with his furry puppet friend Flat Eric (from Jim Henson’s Muppet company). The ads are set against a background of their favourite techno dance music. Kenny Wilson, Levi’s regional marketing and development director, says: “The campaign reflects the new face of the Levi’s brand – innovation, originality and a sharp attitude.”
Wilson says Levi’s began to reinvent itself as more than a Western jeans brand last year. He says: “1999 will see us deliver on our promise to bring something new to the market, to talk to young people in a more effective and relevant way.”
The clothing range includes a Sta-Prest version of last year’s high street fashion for women – three-quarter length trousers, dubbed “sand lubbers”. For men, items include twill shirts, chino-style “ranch pants” and original boot-cut jeans.