Spotlight: Levi Strauss to Launch Its Biggest Ad Campaign

San Francisco-based Levi Strauss & Co. will launch what it calls the biggest advertising campaign in its history Monday, putting a budgeted $90 million behind its Levi’s jeans. According to the company, its “They Go On” campaign “spins funky, urban tales” in 60-second spots. The ads “are unusual in that they have no discernible beginning or end, and in many cases even rely on viewers to fill in the blanks themselves,” closely held Levi said.

Ads will premiere on national television.