Levi’s is launching a television ad campaign for its Engineered Jeans this spring, created by Bartle Bogle Hegarty (BBH).
The pan-European campaign for Engineered Jeans, launched last year, will encompass all media including cinema, outdoor displays, print and digital, throughout the spring.
It will feature the tagline: ‘Freedom to move’. Media was bought by Starcom Motive.
A simultaneous digital campaign has also been launched on the Levi’s website – levi.com.
The campaign has been directed by Jonathan Glazer, known for his Surfer ad for Guinness.
Targeting Levi’s core market of 15to 19-year-olds, the ad shows a young couple clad in Engineered Jeans trying to break free from their ‘oppressive surroundings’.
The campaign follows last year’s ‘Twisted’ commercial for Engineered Jeans.