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The off-key karaoke singers are gone, but the “Make them your own” theme created for Levi Strauss & Co. by TBWA\Chiat\Day is returning to the airwaves this summer.
New work from the San Fran cisco agency’s point man on Levi’s, Chuck McBride, debuts this week with a 30-second spot, “Belly Button.” The ad highlights Levi’s low-cut jeans with a troupe of singing belly buttons and vocals by Jamie-Lynn Sigler, who plays Tony Soprano’s daughter Meadow in the HBO series The Sopranos.
The spot centers on young women dressed in Levi’s Superlow jeans.
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