The pan-European press and poster campaign, entitled "sewn", was shot by Robin Derrick, creative director for British Vogue.
The images show male and female models wearing only various styles of Levi's Red Label jeans and posing in seductive ways. But closer inspection reveals that the waistbands are sewn to the skin of the models.
The campaign, created by Dean Wei and Joseph Ernst, uses the strapline "Can't pull 'em apart". Art direction and typography is by Sid Russell and the creative director on the campaign was Marc Shillum.
The most recent television campaign for Levi's uses lines from Shakespeare's 'A Mid-Summer Night's Dream'. It was also created by BBH and is part of a new strategy by the agency to move away from epic advertising with a grandiose soundtrack for something more low-key and urban.
"Sewn" is running on a pan-European basis, with media through Starcom.
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