Levi's Lets Loose on Younger Market

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SAN FRANCISCO – Levi Strauss Co. launches a new loose jeans campaign this week targeting boys 9 to 14. The commercials, produced by Foote, Cone & Belding/S.F., feature boys and girls performing acrobatics and dancing while wearing Levi’s loose jeans. The three, 30-second spots, which will air on MTV, Fox prime time and teen syndication and cable, are adaptations of the Levi’s loose jeans advertising for adults.

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