Levi's has made a dramatic change from it's glitzy odyssey campaign broadcast earlier on this year.
The latest ads for it's new "Worn jeans",was filmed in london's elephant and castle. It shows levi's model's rubbing themselves against Various cerfaces, 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 comented 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."