LEVI DROPS PANTS FOR PROMOTION
By Adnews Staff
Toronto-based Levi Strauss Co. (Canada) is getting caught with its pants down in its latest promotion for its Dockers clothing line at Cineplex Odeon theatres. Under the promotion, an actor dressed in his underwear will enter a movie theatre in search of his Dockers Khakis that he somehow misplaced. The actor asks the audience to take a minute to check beneath their seats for his missing pants. A second actor, already seated in the audience, finds the Dockers Khakis. After a brief dialogue about the clothing, the second actor is reluctant to return the pants since they are coincidentally his own size. He wants to keep them for himself. After consulting the audience for advice, the second actor agrees to return the pants only if the underwear-clad actor gives every man and woman in the row a free pair of Dockers Khakis. The first actor hands out the gift certificates. The promotion was created by Harrod & Mirlin/FCB of Toronto.