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TBWA/Chiat/Day’s latest effort for Levi Strauss & Co., which breaks next month, takes a steamy and sensual approach for Red Tab jeans, according to sources.
The new campaign is a “make or break” effort for TBWA/C/D and its entire relationship with Levi, a source said. Since winning the account in early 1998, the agency has released a number of campaigns for the client, but has yet to hit on one that really resonates with the 15- to 24-year-olds that Levi so wants to please.
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