Bartle Bogle Hegarty's first U.S. TV spots for Levi Strauss feel dark and mysterious—a far cry from the visual gag of rubbery limbs in "Crazy Legs," TBWA\Chiat\Day's last effort for the San Francisco jean maker.
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 60-second films.
"Atlas Bakery" features a twentysomething woman who sneaks into a "chop shop" to reclaim her stolen car. The camera trails her as she crouches behind the 1968 Chevy Camaro and then slides into the driver's seat through an open window. Stuffed into the front of her jeans are the car keys, which provide the means for her escape. Later, the back of her jeans are the focus as the woman retrieves a tchotchke from 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 creative director at BBH in New York. "It leaves a lot more to the imagination, too."
In another spot, "French Dictionary," a guy and his girlfriend are in a 1970s-era Pontiac and being chased by another car. After eluding the other vehicle, the couple push the Pontiac into the water at a harbor, but the guy realizes he left something in the car. Diving into the water, he retrieves a French pocket dictionary, which he stuffs into the back of his jeans. It turns out that the girlfriend speaks French.
The TV effort dovetails with five print ads for Low Rise Jeans that broke in August magazines.