New Campaigns

Client: Levi Strauss & Co., San Francisco Agency: Bromley, Aguilar & Associates, San Antonio Creative Director: Federico Traeger Art Directors: Ed Flores, Rafael Serrano Copywriter: Diego Cantu Executive Producer: Kim Bunch Three spot-market television commercials aimed at the Latino communities in the Los Angeles and Houston markets use some unusual visuals to illustrate the rock-hard ruggedness of Levi's Hard Jeans. One TV spot opens on a distant image of a barbed-wire fence. The camera moves in slowly to reveal that part of the wire is made from a flattened-out pair of the client's Hard Jeans. Another commercial features an industrial setting in which a factory worker repeatedly hammers a pair of the jeans as a voiceover explains there is no other way to iron them. A final spot features an animated pair of Levi's Hard Jeans doing a rather stiff dance as a narrator notes that in these pants, "Moving your ass is not an option." Bromley, Aguilar & Associates copywriter Diego Cantu did not think client executives would approve that line. It turns out they did, but the television commercial had to be tweaked before airing on Univision to the tamer "Moving it is not an option." The spot runs in its original, unedited version on the Telemundo network. Each TV commercial includes a slate that reads "Los Hard Jeans," which serves as the minimalist tagline on the spots. The television effort is supported by a series of six outdoor executions. According to the client, the advertising campaign is aimed predominantly at men from 15 to 24 years old on the "attitudinal scale" but "up to 35 in actual age." The product-specific work is a departure from Bromley, Aguilar & Associates' previous advertising, which followed a set of Latino characters through interwoven television spots and did not promote a specific line. San Francisco-based Levi Strauss & Co. is also expanding the Hard Jeans product line to new jackets and tops in the same stiff denim. --Steve Krajewski Client: Wal-Mart Stores, Bentonville, Ark. Agency: GSD&M, Austin, Texas Creative Directors: Rich Terry, David Crawford Copywriters: Carlotta Stankiewicz, Lori Schantz Art Director: Annette Simon Wal-Mart initially asked GSD&M to create a print-only campaign for its new Parent's Choice baby formula, but later decided the concept would transfer well to broadcast. The resulting two 15-second TV spots play to the psychological issues of the breast feeding vs. formula debate while acknowledging the daily challenges of raising children. The tag: "The miracle of birth. The reality of life." A print ad shows a child's hands pounding on his high chair next to the line, "Of course it's topnotch. We know who wears the rubber pants in the family." A TV spot opens on a similar visual, with the sound of tribal war drums, and the baby calming down when given a bottle. TV ads are airing on the fX cable net. Print runs in magazines including American Baby and Parenting.--S.K.

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New Campaigns

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