Levi’s latest ads: What were they thinking?

I don’t know what you think about Bartle Bogle Hegarty’s recent Levi’s ads [Creative Briefs, Nov. 8], but I am nominating them for Worst Spots. They seem to have based the campaign on results from a focus group comprised entirely of members from a men’s correctional facility.

The first ad (with Willie Nelson’s “You Were Always on My Mind”) involves a man tricking his girlfriend into thinking they’ve made up in order to get his jeans back. The second involves a man setting his dog on his girlfriend for the same purpose. Seriously. Setting his dog on his girlfriend.

What were the Levi’s people thinking?

I’m stunned.

Danielle Prescott
Los Angeles

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