SAN FRANCISCO – Levi Strauss & Co. and Foote, Cone & Belding here this week will launch a new campaign for Levi’s 501 jeans, extending the ‘Got to be real’ theme begun last year. Rather than showing a landscape of America’s youth, each of these spots zeroes in on a single character and explores his or her feelings. One young woman, for example, talks about finding herself falling in love in spite of her belief that she’s too young for a relationship. The tag, ‘Can’t Fake It,’ originates in the musical score that launched the first flight of commercials. The TV spots are supported by a radio campaign that employs such musicians as Los Lobos, Ry Cooder and PM Dawn. Like a campaign developed by Lintas:Cambell Ewald/L.A. for Chevrolet, the recording artists wrote songs subtly linking the music to 501s.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity