The idea of tough and cool kids is communicated by showing reversed scenarios in popular children's stories and fairy tales.
My favorite ad features Humpty Dumpty taking a nasty fall and walking away with nothing but a smirk.
The campaign was created by the ad agency BBH, Asia Pacific.
Implications - The illustrator for the cute campaign was Tye Sok Kuan, who did an excellent job portraying the different children's tales. There are four ads altogether that feature familiar characters from tales such as The Three Little Pigs, Little Miss Muffet and Jack and the Beanstalk. Levi's definitely hit a great advertising strategy with this one!