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.” The spot ends with an image of Levi’s Red Tab as Fenske notes: “Levi’s hard jeans. You’ll know you’re wearing ’em.” The spots do not use people or a tagline, and they all end with either the Red Tab or a flashing red sign that says, “Hard Jeans.” Clow, who served as creative director along with Peter Angelos in San Francisco, said spots such as “Ass” will air on youth-oriented shows such as Comedy Central’s South Park. “It won’t rattle too many TV screens there,” he said. The agency also broke new print ads for the jeans with lines such as, “So stiff you’ll have to learn how to walk all over again.”
Swirl Wins Ubi Soft Software Account
LOS ANGELES–Ubi Soft Entertainment, a French developer of interactive entertainment and educational software, has tapped Swirl, San Francisco, for a $5-8 million ad assignment. The review included Katsin/Loeb, also San Francisco. Swirl will create a national TV campaign for its new game, Rayman II, later this year.
Reviews Roundup … H-P Interactive Narrows to 3
Hewlett-Packard has named three finalists for its estimated $2 million Hardcopy Products Group interactive business:, New York and San Francisco; Strategic Interactive Group, Boston and San Francisco; and Novo-Ironlight and US Web/Ikonic, San Francisco, according to Mike Agate, president of Select Resources International, Los Angeles, the consultancy conducting the review. … Rapp Collins Worldwide, New York, was selected last week to handle national direct marketing for Kaiser Permanente, a health insurance company based in Oakland, Calif. Billings were estimated at $15-20 million. The other finalist was Grey Direct, New York. Richard Roth Associates of Chappaqua, N.Y., conducted the review. A separate review to find a public relations agency has three New York finalists, sources said. … DDB Needham’s Chicago office will remain in contention for creative responsibilities on U S West’s $40-50 million account. The client has decided that the agency’s newly acquired Level 3 account does not conflict, according to a representative of the Denver-based company. The other finalists are Bozell Worldwide, Seattle, and Minneapolis shops Campbell Mithun Esty and Martin/Williams.
Hollywood Reporter Set to Present Awards
LOS ANGELES–The 27th annual Hollywood Reporter Key Art Awards for achievement in movie marketing will be held Friday, June 26, at the Director’s Guild of America in Hollywood, Calif.