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A proposed “Soft Jeans” campaign by TBWA/Chiat/Day for Levi Strauss & Co., which was supposed to break this fall, has been postponed until next year at the earliest, sources said. The shift in ad strategy comes as the San Francisco-based apparel maker prepares to reorganize brand teams and cut back ad spending for the rest of 1998.
The “Soft Jeans” work, which the shop’s San Francisco office has been developing for months, was supposed to succeed the “Hard Jeans” ads now drawing to a close.
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