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Wieden, Levi's Pitch Curves

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Levi's introduced a new women's jeans line this week, Curve ID, via a campaign from Wieden + Kennedy that pitches the product with ads that declare, "All asses were not created equal."

The campaign, says the agency, is a rallying cry to women everywhere that, as the ad copy notes, "hotness really does come in all shapes and sizes." A gatefold ad that features three women in different cuts, Slight Curve, Demi Curve and Bold Curve, tells women that "we should be able to go into stores and find jeans that fit us instead of having to fit into the jeans."

The line was created as a result of research that included more than 60,000 body scans of women around the world and designed to fit three universal body types.

"Since we created our first women's jeans 75 years ago, no one has changed the formula for finding the perfect fit," said You Nguyen, svp, women's merchandising and design for Levi's. "Our revolutionary approach looks beyond waist size to address the true curves of a women's entire body."

Levi's global survey found that more than half of women, 54 percent, try on at least 10 pairs of jeans to find one pair they would buy; most women, 87 percent, wish they could find jeans that fit better than the ones they own; most women, 67 percent, believe that jeans are designed for women with "ideal" figures; and few women, 28 percent, believe that jeans are designed to fit their bodies.

The online, print and out-of-home ads began running this week in Los Angeles, San Francisco and New York.