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An Ever-Tighter Market Forces jeans advertisers to venture out onto a new edge
Last month, San Francisco-based denim giant Levi Strauss & Co. launched what it deems the largest advertising effort in its history. More than 10 years after its agency, Foote, Cone & Belding, San Francisco, debuted what was to become an advertising classic, the famed “501 Blues” campaign directed by Leslie Dektor, Levi’s is attempting to refine its image this year with a bold, new television and print campaign.
Scenes from the campaign: A lanky European woman orders a hot dog, a plain hot dog, from a New York City street vendor for a friend’s dog because “he likes it plain.”
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