Levi Strauss Cottons to Risque Humor as Ad Tactics Change

Levi Strauss & Co., which has been struggling to end a market share slide, will unveil a string of commercials next week that use sex and humor to pitch its denim clothing. The commercials for the important back-to-school season mark a noticeable change in direction for the company.

The new spots from TBWA/Chiat/Day use a new tag line, “Opt. for the original.” One steamy ad depicts an invisible man and woman who shed their Levi’s apparel as they tumble through an apartment toward a bedroom--only to be interrupted when the man’s mother appears at the door. Levi’s previous campaign showed real-world teens talking about issues of importance and used the slogan “What’s true.”

The commercials mark the latest in a string of shifts for Levi’s advertising. Some ad industry observers are questioning whether Levi has found its creative stride, but company executives maintain that change is part of its strategy.

“We want to keep surrounding the consumers with fresh things,” said Robert Holloway, Levi vice president of youth brands. “You want to stay ahead of consumers, to keep surprising them.”

Holloway, who is charged with turning Levi’s denim business around, said recent orders for the upcoming holiday season are encouraging.

“Bookings are up 9% over last year, and I’m sitting here with a great big grin on my face,” Holloway said. “We’re ahead of schedule on our 18-month turnaround plan.”