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Levi's is rekindling its relationship with music in a new spot from Bartle Bogle Hegarty with a dog-days of summer feel. "Ice cream" tells the story of an ice cream van driver who eschews the traditional rinky-dink nursery rhyme soundtrack in favour of a few tunes knocked out on his battered old acoustic guitar. The result of his playing -- a Hendrix-inspired take on 'Yankee Doodle Dandy' -- is a throng of customers, all of whom happen to be young attractive women. Some of them eat their ice creams suggestively.