Levi Launches ‘What’s True’ Campaign
SAN FRANCISCO–Levi Strauss & Co. last week launched the first phase of a new national campaign for its jeans with outdoor work from TBWA/Chiat/Day, Playa del Rey, Calif., which most recently created Levi’s “Hard Jeans” effort. Themed “What’s true,” the campaign primarily targets 15- to 24-year-olds. Unscripted TV spots break this week, featuring young people candidly revealing the things that define what’s true about them. More outdoor work will roll out Nov. 30, showing young people holding placards with phrases such as “Music is my female soul.” Sources said the new work is one of “multiple campaigns” planned by Levi, and that “What’s True” will become the umbrella theme for several smaller campaigns.
FCB’s Thompson to Return to San Francisco
SAN FRANCISCO–Foote, Cone & Belding worldwide creative director Geoff Thompson will return to the agency’s San Francisco office by early 1999, according to sources. Thompson, who is currently working at FCB in London, will be the “top creative” at the shop, but will also retain his global duties, sources said. The move fills the void left by former executive creative director Paul Wolfe, who returned to Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, earlier this year.
Nissan Searching for Sales Promotions Shop
LOS ANGELES–Nissan Motor Corp. U.S.A. is looking for an agency to handle the sales promotion assignment for the launch of the all-new Maxima sedan in the 2000 model year. About six shops have been contacted, said a representative at the Gardena, Calif.-based automaker. “It’s very short list,” she said. There is no incumbent for the assignment. Billings are undisclosed. TBWA/Chiat/Day, Playa del Rey, Calif., handles Nissan’s general ad duties.
Reviews Roundup … Shops Vie for Premera
Four finalists are vying for the account of regional healthcare company Premera Blue Cross in Mountlake Terrace, Wash., according to Lisa Wiseman, the company’s advertising and promotions manager. They are: Citron Haligman Bedecarrƒ and Katsin/Loeb Advertising, both San Francisco, and McCann-Erickson and Copacino, both Seattle. Incumbent WhiteRunkle Associates in Spokane, Wash., declined to defend. Billings are estimated at $3-5 million. A decision is expected by the end of the year. … Golden Grain, Pleasanton, Calif., a division of Quaker Oats in Chicago, is seeking an agency to launch a new product still under development, said sources. The search is being conducted by Select Resources International, Los Angeles. The $10-15 million assignment in play does not affect the status of lead shop Young & Rubicam, San Francisco, which handles advertising for Golden Grain’s Rice-a-Roni and Near East brands and is readying new campaigns for both, sources said. Separately, SRI is conducting a creative-only search on behalf of 1-800-Contacts, a contact lens marketer in Orem, Utah. Media buying on the $20 million business will remain at Media That Works, Cincinnati