Behind Levi's new campaign, hopeful hand-wringing

Article Abstract:

Levi Strauss & Co. has launched a new multimillion dollar campaign for Levis jeans, hoping to attract 18-24-year-olds without alienating older customers. Insiders say that the agency that produced the ads, the San Francisco office of TBWA/Chia/Day, was about to be dismissed, until executive creative director Chuck McBride used the agencies own money to produce sample commercials to illustrate how the 'Make Them Your Own' campaign would work.

APPAREL AND OTHER TEXTILE PRODUCTS, Apparel & Related Products, Apparel Manufacturing, Clothing industry, TBWA Chiat/Day Inc., Levi Strauss & Co.

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ESPN campaign uses a 'hostile' Web site to send viewers its way

Article Abstract:

ESPN has launched a humorous ad campaign that uses the forbidden-fruit approach, using a false Web site that discourages viewers from visiting ESPN's true Web site. The campaign was created by the Marina del Rey, California, office of Ground Zero. So far, feedback has been positive, with almost 1.4 million visits to the faux Web site, and more than 54,000 visitors clicking through to the genuine ESPN Web site.

Cable Networks, Campaigns, Cable and other pay TV services, Cable TV Sports Networks, Cable television broadcasting industry, Cable networks (Television), Advertising campaigns, Sports networks (Television), ESPN Inc., Ground Zero (Marina del Rey, California)

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