What better way to show how much people love their Levi's Red Tab jeans and promote the Red Tab on4life portal than depicting people holding on to their jeans and wearing it at all times, even when they really shouldn't?
The campaign which was photographed by Jonathan Tay for OgilvyOne ad agency, Singapore consists of three print ads: shower, hanging, and tattoo.
The shower and hanging ads are pretty good, showing a girl taking a shower with her jeans on, and a guy and girl hanging to let their jeans dry. Because you know, they can't part with it.
The one I like the most though is the Tattoo ad. It shows a guy getting a big tattoo, and because he wants to keep his jeans on, the artist continues the tattoo from his skin onto the jeans itself. It really captures the On 4 Life essence.
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