Levi's Anti-Fit ads from BBH lose their sense of scale

by Jennifer Whitehead,, Brand Republic 27-Aug-04, 08:30

LONDON - Objects such as a front door and a chair take on bizarre dimensions in the latest print campaign for Levi's 501 with Anti-Fit, created by Bartle Bogle Hegarty.

In three different executions, models wearing the Anti-Fit jeans are shown reacting to everyday objects that have suddenly taken on very odd proportions.

One shows a man standing at a front door that is only a few inches wide. Another depicts a man leaning down to unlock his car, which is only a couple of feet tall and, in the third ad, a man negotiates an extremely tall chair in a cafe.

The campaign was shot by Vava Ribeiro, a fashion photographer whose work has appeared in Vogue and Dazed & Confused. It was written by George Prest and art directed by Johnny Leathers. The campaign will run in print and on posters across Europe starting next week, with media through Starcom Motive.

Sue Chidler, the European marketing director at Levi's, said: "TV and print campaigns work in very different ways and we felt the need to approach the print campaign differently for autumn 2004.

"By using a fashion photographer we are confident the ads will have a relevance in style magazines and will stand out as part of an outdoor campaign."

BBH created television work for Levi's Anti-Fit in January. It abandoned the epic style of previous campaigns such as "Odyssey" in favour of a laid-back ad set in downtown Los Angeles and directed by newcomers Will Speck and Josh Gordon.

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