Levi’s has unveiled its latest television campaign for the 501 anti-fit range. The campaign, produced by Bartle Bogle Hegarty, is due to break later this month and marks a return to the American Dream-style ads for which the company was famous in the 1980s and 1990s.
Shot in a New Jersey suburb, the ads feature up-and-coming actor Charlie Hurtin playing the role of a young musician who has landed a summer job driving an ice-cream truck. Rather than use the truck’s tinny PA system to crank out “ice-cream van” tunes, the musician stands inside the truck and plays a reverb-drenched version of US folk tune Yankee Doodle Dandee on an electric guitar.
The ads were directed by Epoch films director Stacy Wall. Media planning and buying is through Starcom.
The ads build on Levi’s biggest UK push to date – the A Midsummer Night’s Dream ads – launched earlier this year.