NEW YORK — Levi Strauss & Co. is breaking its first run of consumer advertising in the U.S. for its Engineered Jeans next week.
Print ads are scheduled for the May, June and July issues of the magazines Raygun, Blackbook, Detour, Flaunt, Interview, Nylon, Paper and Wallpaper. They are planned to support the specialty stores that have the first batch this spring of the European-made Engineered Jeans.
In mid-August, a second run of print ads and a television campaign are in place to support the introduction of Engineered Jeans in a wider base of specialty and department stores. While the media outlets in which the ads will appear have not been finalized, the company said Wednesday it will focus on prime-time television programs watched by consumers age 12 to 24 and mainstream lifestyle and fashion magazines.
The TV campaign includes four spots, which were filmed in Iceland and Japan. According to Chris Witherspoon, management supervisor at TBWA/Chiat/ Day, the advertising agency that created it, the television campaign uses still images to simulate motion, in a updated version of the flip book. A spokesman for the San Francisco-based company declined to provide figures on what Levi’s was spending for the campaign.
Levi’s also said it will be advertising its Lot 53 line in the May issues of Cosmopolitan, ESPN, FHM, Gear, Glamour, GQ, Mademoiselle, Maxim, Rolling Stone, Seventeen, Spin, Teen People and Vibe. Those ads feature the stars of the television show “Roswell,” who have also been wearing Lot 53 in regular episodes. That campaign was also produced by TBWA/Chiat/Day.