BBH Lightens Up in Levi’s TV Work

NEW YORK Bartle Bogle Hegarty’s latest broadcast effort for Levi Strauss & Co. appears to take a lighter, more playful tone than ads of the recent past, perhaps owing to client chief executive Phil Marineau’s criticism of the agency’s previous “Stampede” spot, which featured a 20-something couple nearly engulfed by a herd of buffalo.

One new commercial from the New York shop, “Car,” depicts a guy trying to “tame” a car that’s “running wild,” while “Horse,” features a female horse-breaker and her steed testing the laws of “gravity and reality” in a fantasy setting, according to a Levi’s statement. (A copy of the work was not immediately available).

“Car,” which was directed by Traktor, breaks tomorrow in cinemas and “Horse,” directed by Johan Renck, breaks in three weeks. As with “Stampede,” the new work features Levi’s Type 1 jeans.

“The new ads are a fun, fast-paced and modern take on classic themes from Levi’s heritage,” BBH group creative director Thomas Hayo said. “Levi’s jeans were originally designed for pioneers and in a way they still are, only this time for people that are the modern equivalent.”

A budget for the campaign was not disclosed. Last year, Levi’s spent nearly $60 million in measured media on all Levi’s branded products, according to TNS Media Intelligence/CMR.

Separately, Levi’s said Thursday that worldwide net sales for the second-quarter reached $930 million, up only 1 percent from the same period last year. “The second quarter was difficult because of stagnant economies and retail markets worldwide,” Marineau said.