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Levi’s Type 1 Jeans “Stampedes” Into the Super Bowl; Big Game Ad Marks Launch of Levi’s Type 1 Jeans

Levi’s Type 1 Jeans “Stampedes” Into the Super Bowl; Big Game Ad Marks Launch of Levi’s Type 1 Jeans

Business Editors

SAN FRANCISCO–(BUSINESS WIRE)–Jan. 22, 2003

Levi’s(R) Jeans today announced the launch of a “groundbreaking” new television ad that will debut during the second quarter of Super Bowl XXXVII. The ad, entitled “Stampede,” which supports the launch of Levi’s(R) Type 1(TM) Jeans, is a powerful and dramatic spot that conveys the bold elements and strength of these jeans and the people who wear them. The 60-second ad, which will air during the second quarter of the Super Bowl, was produced by Bartle Bogle Hegarty, the brand’s global agency of record. “Stampede” is the first in a series of ads for Levi’s Type 1 Jeans that draws upon the company’s rich 150 year heritage.

“Stampede conveys the bold personality of Levi’s Type 1 Jeans and the people who wear them,” said Anna Brockway, marketing director, Levi’s brand, U.S. “The ad for these jeans celebrates the bold, pioneering spirit that has allowed Levi Strauss & Co. to produce the most successful and widely recognized jeanswear for over a century.”

Super Bowl Ad Debut

Like the Levi’s Type 1 Jeans line it introduces, “Stamepede” juxtaposes symbolic ‘Old West’ elements against a modern backdrop to symbolize the fusion of Levi’s rich heritage with the brand’s modern design sensibility. In the ad which airs during the second quarter of Super Bowl XXXVII, a young, couple strolls through the streets of an undesignated metropolis that seems to exist outside of any specific time period. Simultaneously, a herd of magnificent bison rumble through the city while charging towards the couple. As the stampede approaches, the couple turn to face the charging beasts. Amazingly, the stampede of bison part around the couple.

Following its Super Bowl XXXVII debut, “Stampede” will air in 60-second and 30-second versions until August 2003 on prime-time network programs such as American Idol, Will & Grace and The Osbournes. The launch of Levi’s Type 1 Jeans will also be supported by print, outdoor and point-of-sale components.

Creative Credits:

Art Director – Gavin Lester

Copy writer – Anthony Goldstein

Creative Director – Thomas Hayo

Director – Jorn Haagen

Production Co – Academy

Stylist – Jonathan Kaye

Editorial – The Quarry

Special Effects – The Mill

Levi’s(R) Type 1(TM) Jeans

Launching in spring 2003, Levi’s Type 1 Jeans for men, women and kids capture the essence and authenticity of the Levi’s brand. Inspired by Levi’s brand heritage, this new line features a bold, modern, interpretation of Levi’s signature design details including:

— Oversized rivets and buttons

— Bold two-horse back patch and back-pocket red tab

— Powerfully dramatic arcuate (the signature stitching on the back pockets)

— Accentuated stitching

Interactive Consumer Program

To further celebrate the launch of Levi’s Type 1 Jeans line, the brand has created the world’s most valuable pair of jeans – a one-of-a-kind pair of Levi’s Type 1 Jean adorned with gold, diamonds and rubies. The jean will be awarded to a lucky Super Bowl viewer. In recognition of the company’s 150th year in business, the winner will receive a total prize package worth $150,000 that will include the gold-and-jewel-laden jean. For more information on the world’s most “valuable” pair of jeans, visit www.levi.com.

Invented in 1873 by Levi Strauss, Levi’s(R) Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi’s(R) Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 80 countries around the world and continue to do so today through jeanswear innovation.

BBH New York is a full-service agency with clients that include Levi’s, Johnnie Walker, ING Direct, AXE, Rolling Stone, US Weekly, Men’s Journal, Udate, World Gold Council, and CantorFitzgerald/eSpeed, and Road Runner. More information is available at www.bartleboglehegarty.com.

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