Due to launch in mid-February, TV ads by Bartle Bogle Hegarty will promote the brand's classic 501 range. The work forms part of a 39% increase in the company's European marketing budget for 2005.
The TV drive, which will cost 拢21m across Europe, will target 15- to 25-year-old males and uses dialogue from Shakespeare's A Midsummer Night's Dream. It will be supported by press executions that carry the strapline 'Can't pull 'em apart'.
Kenny Wilson, Levi's brand president in Europe, said that, after a series of surreal ads last year, future work would see a return to the 'epic' advertising Levi's became famous for in the 80s and 90s.
The activity comes as Levi's focuses on the premium denim sector, which will see a rise in the price of its jeans. According to Wilson, the market in Europe for jeans priced over 拢60 is growing by 25% a year, but there is currently no growth in denim priced between 拢21 and 拢60.
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