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Lee Clow: ‘Hard Attitude for Hard Jeans’
SAN FRANCISCO–“Hard jeans need to have a hard attitude” is Lee Clow’s take on TBWA Chiat/Day’s first TV work for Levi Strauss & Co. About half a dozen attitude-heavy spots from the agency’s San Francisco office broke last week, focusing on Levi’s hard, dark jeans. “You think you know where your ass is,” says copywriter Mark Fenske, who does the voiceovers, in one spot. “But you haven’t got a clue where your ass is until you put on a pair of Levi’s hard jeans without underpants.”