Levi’s Walk The Line Straight

Levi Strauss has launched a new range of Levi’s Straight Jeans with three TV adverts using Johnny Cash’s song, “I Walk The Line”. The three TV commercials feature a woman (Lily Aldridge) and a man (Jamie Dorman) walking in a straight line, through walls, traffic and other obstacles, finally meeting up with each other, with a movement something like the Levi’s Odyssey ad. The ads were first aired on July 18, following up the success of the Levi’s News Story two weeks earlier.

Woman strides through library walls

Levis Straight Girl

A pair of jeans strides along a line of light in the darkness. The camera moves up to reveal the source of light, a gap between two sides of a motorway. The legs belong to a woman who must walk straight, stepping over a newspaper-reading park bench inhabitant, through walls in a library/office space, across a busy street, jostling past pedestrians, through a traffic jam, finally meeting up with a man in skinny straight jeans. The super: “Levi’s Skinny Straight Jeans, The original Levi’s.

“I Walk The Line” is sung by Megan Wyler, an American singer, who apparently does not have any commercially released work at this point. Judging from the interest in her version of the song it won’t be long before she’s signed up for a single if not an album. The model is >Lily Aldridge.

Boy and Girl meet in Levis Straight Walk ad

Levi’s Straight Boy

A young man wearing black jeans struggles to get into his shirt as he walks from his room, to an elevator, across a motorway, climbs over a wire fence, through a city plaza game of basketball, across a back alley, through wet cement, over a rubbish dumpster, momentarily slowed by an elderly couple. Finally he meets the woman to whom he is magnetically drawn. The super: “Levi’s Slim Straight Jeans, The original Levi’s.”

“I Walk The Line” is sung by Adem Ilhan, who performs in the British band Fridge. Adem has released two solo albums.

Straight Boy and Girl

The 60 second commercial ties together ‘Boy’ and ‘Girl’, with additional footage. Tracks by Megan and Adem are mixed together for the soundtrack. The super: “Levi’s Straight Jeans, The original Levi’s.” Click on the image below to play the video.

Straight Credits

The Levi’s Straight campaign was developed at Bartle Bogle Hegarty (BBH), London, by creative director Thomas Hayo, art director Nick Klinkert, copywriter Tom Kraemer, and agency producer Julian Katz.

Filming in Buenos Aires was directed by Tom Carty and produced by Ciska Faulkner at Gorgeous Enterprises, with director of photography Benoit Delhomme. Location services in Buenos Aires were provided by Pioneer Productions.

Editors were Rick Russell and Jeff Stevens at Final Cut, New York, with assistant Anchor Mak.

Post production was done at The Mill, New York by VFX producer Carrie Van Den Bussche, telecine artist Fergus McCall, assistant telecine artist Sal Malfitano and telecine producer Angela Botta, smoke artists Aidan Thomas and Jeff Robins.

See reviews by Barbara Lippert at Adweek, and Promoguy.

Johnny Cash Angle

Levi Strauss have managed to catch a ride with renewed popularity of Johnny Cash in the wake of the movie, “I Walk The Line”. See the trailer in quicktime, and visit the DVD web site.

I Walk the Line – With His Hot and Blue Guitar on iTunes

I Walk The Line Lyrics

I keep a close watch on this heart of mine
I keep my eyes wide open all the time
I keep the ends out for the tie that binds
Because you’re mine, I walk the line

I find it very, very easy to be true
I find myself alone when each day is through
Yes, I’ll admit that I’m a fool for you
Because you’re mine, I walk the line

As sure as night is dark and day is light
I keep you on my mind both day and night
And happiness I’ve known proves that it’s right
Because you’re mine, I walk the line

You’ve got a way to keep me on your side
You give me cause for love that I can’t hide
For you I know I’d even try to turn the tide
Because you’re mine, I walk the line

I keep a close watch on this heart of mine
I keep my eyes wide open all the time
I keep the ends out for the tie that binds
Because you’re mine, I walk the line