Levi's changes its scenery with "Rub yourself"

Levi's has dramatically changed from its glitzy odyssey campaign broadcast earlier this year.

The latest ads for it's new "Worn jeans",was filmed in London's Elephant and Castle.

It shows Levi's models rubbing themselves against Various surfaces, such as buses, bed's and walls.

The ads also introduce the latest Levi's catchline (which I'm sure will cause somebody to complain) "Rub yourself".

BBH commented that they wanted to take a different direction from Odyssey

"We have a motto at BBH: when everyone else zigs, it's time to zag."

Ad agency: Bartle Bogle Hegarty (BBH), London
Creative team: Fred & Farid
Director: Frank Budgen
Production: Gorgeous