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One year after the launch of Slates dress pants, Levi Strauss & Co. is breaking a $10 million fall campaign for the line, continuing the ad themes of creative problem solving and thumbing one’s nose at the rules.
A new spot, “Airplane,” from Levi’s agency Foote, Cone & Belding in San Francisco, will rotate with two existing Slates TV ads and broke on ABC’s Monday Night Football in 17 markets. Other buys include national cable for Sunday night football on TNT and late news in local markets.
“Our target doesn’t watch much TV, but when he does, it’s ‘appointment TV,’ ” said Nancy Friedman, director of marketing and research for Slates.
“Airplane” centers around a passenger who’s not satisfied with the standard airline culinary fare.
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