SAN FRANCISCO - Levi Strauss & Co. and Foote, Cone & Belding here this week will launch a new campaign for Levi's 501 jeans, extending the 'Got to be real' theme begun last year. Rather than showing a landscape of America's youth, each of these spots zeroes in on a single character and explores his or her feelings. One young woman, for example, talks about finding herself falling in love in spite of her belief that she's too young for a relationship. The tag, 'Can't Fake It,' originates in the musical score that launched the first flight of commercials. The TV spots are supported by a radio campaign that employs such musicians as Los Lobos, Ry Cooder and PM Dawn. Like a campaign developed by Lintas:Cambell Ewald/L.A. for Chevrolet, the recording artists wrote songs subtly linking the music to 501s.
Copyright Adweek L.P. (1993)