Levi Strauss & Co are promoting their Levi’s 501 Jeans in a new TV ad, “News Story”, featuring a couple who discover a fugitive with an interest in their drying jeans. The 60 second spot begins with a helicopter shot of a freeway, with a Live news commentary covering police and a north-bound fugitive. We’re switched to a view from the street chase, behind a police car. Inside an apartment a couple watch their television in the dark, in their underwear. The fugitive jumps out of his car (or is it a stolen car?) and runs into an apartment complex.
The male TV viewer starts to get nervy as he recognises the scene on the TV scene. The TV commentator tells viewers the fugitive is wearing white pants and a bright red sweatshirt. The fugitive obviously needs to change clothes and helps himself to the first pair of jeans he finds on a clothes line. But they’re too small. He grabs another pair and proceeds to put them on.
That’s it! The male viewer jumps up and runs off. His companion follows the action on the television as he runs out and apprehends the fuigitive, pulling the jeans off and putting them on himself. Police arrive and take the fugitive away. The super: “Levi’s 501 The Original”.
The Levi’s News Story was created at advertising agency Bartle Bogle Hegarty (USA) by creative director Kevin Roddy, creatives Matt Ian and Amee Shah, and agency producer Julian Katz.
Editing was done by Kirk Baxter at Rock Paper & Scissors.
Post production was done at The Mill, London.
Location Service was provided by Pioneer Productions (Argentina).