[ 2:33 - from Break ]
While other brands are busy looking for new ways to get their products in front of consumers, Levi's is ditching the ad copy -- and even the jeans -- in favor of scantily clad beach babes and Magnum, P.I. look-alikes. In their latest foray into branded entertainment, they've partnered with Break.com to bring viewers 'stories of a New America.' Their first installment is a mockumentary of a fictitious Manhattan Beach Six-Man Volleyball Tournament, a sort of Star Trek convention meets Baywatch with players dressed in costumes ranging from Klingons to Barbie dolls. And while a significant amount of camera time is spent panning players' posteriors, there's not one Levi label in the bunch. Then again, what better way to reach hot-blooded American males than with blondes in bikinis diving for volleyballs?
Writer, Producer, Branded Entertainment Guru Gennefer Gross
Writer, Producer, Branded Entertainment Specialist