Bartle Bogle Heg arty's first U.S. TV work for Levi Strauss feels dark and mys terious—a far cry from the visual gag of rubbery limbs in "Crazy Legs," TBWA\Chiat\Day's last effort.
The new tone is intended to reflect the daring nature of the product itself: Low Rise Jeans. Two new spots, which break today, have urban settings and unfold like short, 60-second films.
"Atlas Bakery" features a 20-something woman who sneaks into a "chop shop" to reclaim her stolen car. The camera trails her as she crouches behind the 1968 Camaro and then slides into the driver's seat through an open window. Stuffed into the front of her jeans are the keys, which provide the means for her escape. Later, the back of her jeans are the focus, as the woman retrieves a tchotchke under the front seat. The tagline is "Dangerously low."
"We wanted it to feel a little bit more mysterious and kind of on the sexy side," said Thomas Hayo, group cd at the New York shop. "It leaves a lot more to the imagination, too."
In another spot, "French Dictionary," which revolves around a car chase, a 20-something guy's backside is prominently featured. One vehicle pursues a 1970s-era Pontiac, with the guy at the wheel and his girlfriend riding shotgun. After eluding the vehicle, the couple pushes their car into a harbor, only to have the guy realize he left something inside. Diving into the water, he retrieves a French pocket dictionary, which he stuffs into the back of his jeans. It turns out his girlfriend speaks French.
The TV effort dovetails with five print ads for Low Rise Jeans, which broke in August magazines.