The first work from Levi's since it switched accounts from TBWA to the New York office of Bartle Bogle Hegarty has wrapped, and is to air from next week in the US.
The two-spot strong campaign was beautifully directed by Stink's Ivan Zacharias through his US production company home Smuggler.
The first spot features the talents of Latino star Gael Garcia Bernal, who was cast in the central roles of Mexican movies Amores Perros and Y Tu Mama Tambien. The story initially echoes the chase scene of Amores Perros, with a pretty couple screeching past a shipping yard with a deerhunter truck in hot pursuit. They elude the bad guys and ecstatically dump the car, but Bernal, crestfallen, dives after it into the water, fishing for something critical he's obviously forgotten. Rather than the jeans jacket we were wholly expecting, it turns out to be a French dictionary. As the pair stagger off, Bernal with the dictionary tucked down the back of his soaking jeans, the girl starts to speak. In French.
The second has a girl stealing a car from some cowboys, screeching through corrugated iron doorways and driving down the wrong sides of roads in the getaway. It is only when she grapples under the seat and retrieves a lucky charm that we realize it is her own car that she's reclaiming.
Both spots are styled and shot beautifully, and end with the tagline: Dangerously Low Jeans.
Over on the other side of the Atlantic, le tout Soho waits with baited breath for the launch of the campaign's European equivalent, from dream team BBH creatives Fred & Farid and director Frank Budgen.
