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Levi's Lets Loose on Younger Market

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SAN FRANCISCO - Levi Strauss Co. launches a new loose jeans campaign this week targeting boys 9 to 14. The commercials, produced by Foote, Cone & Belding/S.F., feature boys and girls performing acrobatics and dancing while wearing Levi's loose jeans. The three, 30-second spots, which will air on MTV, Fox prime time and teen syndication and cable, are adaptations of the Levi's loose jeans advertising for adults. The commercials were directed by David Fincher, who also directed Aliens 3.
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