LEVI'S COUNTS THE REASONS
By Adnews Staff
U.S.-based Levi Strauss & Company has thought of 501 reasons to wear Levi's 501 jeans. The company is launching a North American campaign in mid-August that will talk about the reasons to wear the jeans. It will use TV, print and outdoor to give reasons such as "You only have to wash them sometimes," and "If crazed psycho killers are dragging you behind their van at high speeds, they probably won't rip." Most of the campaign was created by Foote, Cone & Belding's San Francisco office. Two spots were produced by Bartle Bogle Hegarty of London. The media buy for Canada is being done by Optimedia of Toronto.
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