Levi’s Leftovers

New Yorkers are currently enjoying a humorous tongue-in-cheek campaign from discount clothing chain Daffy’s via New York shop DeVito/Verdi.
The outdoor work responds to the first phase of the Levi’s campaign from TBWA Chiat/Day in San Francisco, which broke this spring and consisted of print and outdoor ads reading simply “Calvin wore them,” or “Tommy wore them,” referring to rival jeans marketers Calvin Klein and Tommy Hilfiger, respectively.
Although those ads will be replaced, the lingering posters provided a springboard for the new Daffy’s campaign. Alongside the “Calvin wore them” ads DeVito/Verdi will post ads reading “But they paid too much for them” (shown here). The Levi’s tag in the corner is replaced with a tab reading “Daffy’s” along its side.
Copywriter Dave Brenner and art director Brad Emmett suggested the idea of playing off the Levi’s work. Brenner and Emmett developed the campaign along with agency creative director Sal DeVito, who also helped shape copy. –Sloane Lucas