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GUY TALK: BE A SMARTY PANTS

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Ever wonder how to keep your bar coaster from sticking to the bottom of your glass? That's one of the questions answered in a promotional booklet which is part of a new print campaign for Levi's Dockers.





Created by Foote, Cone & Belding's San Francisco office, the ads are aimed at men 25 to 34. The campaign tries to capture meaningful moments in men's lives, said Dockers officials.





Young men are seen in classrooms, on bikes (shown here) and joking with women in a bar. The insert concludes with a pitch for the 'Answers' booklet, which 'provides men with answers to some of life's most resilient questions about dating, career, dressing and travel.'





Plugs for Dockers products are in between bits of advice.





The campaign includes an eight-page magazine insert, double-page magazine spreads, billboards and bus posters. The insert breaks this month in national magazines, such as Esquire, GQ and Vanity Fair. Outdoor work will break this fall.





Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED





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