Ad of the Week: Levi's Curve ID

The ad of the week is a pretty hefty print piece for Levi's Curve ID jeans. The ad, placed immediately after the front cover as a six page gate fold, had not only a domineering placement; but, also a pretty stand out creative concept behind it.

Following the tone and feel of their pro-american "Go Forth" campaign, they did a more focused product benefit ad but didn't lose a bit of their unique voice or prospective in the copywriting. With many copywriters toning down their work or having their work squashed by clients, its rare to see a great bit of writing anymore.

To top it all off they included a qr code that lead to a small video spot online as seen here.

Agency: Wieden + Kennedy











Copy: "All asses were not created equal

Bring us your skinny tomboys, your curvy girls, and all girls in between. We believe that hotness comes in all shapes and sizes. That we should be able to go into stores and find jeans that fit us instead of having to fit into the jeans. And that every tina, tonya, teresa, and talia deserves jeans that make her curves look like a national treasure. It’s the new democracy of jeans! Finally, jeans for us. Go forth."