# Fairytale Denim Levi's Ads Show 'Little Toughies' in Children's Stories By Ayman | Published 2009-06-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/levis-kids-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/levis_kids_jack) These ads from Asia promote the [Levi's Kids](https://www.trendhunter.com/trends/levis-kids) range by showing that they're for the '[Little Toughies](https://www.trendhunter.com/trends/weetabix).' 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](https://www.trendhunter.com/trends/devoured-campaign), 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! ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 13% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Reversed Scenarios:** Opportunity for brands to incorporate reversed scenarios in their advertisements to create a unique and memorable impression. - **Tough and Cool Kids:** Brands can tap into the concept of tough and cool kids to appeal to young consumers and promote their products or services. - **Fairy Tale Advertising:** Advertising campaigns that incorporate popular fairy tale characters can capture the attention of both children and adults and create a strong emotional connection. ### Industries Being Reshaped - **Apparel:** Apparel brands can use the concept of tough and cool kids to design and market products specifically for children, targeting a niche market segment. - **Advertising:** The use of reversed scenarios in advertising can disrupt traditional marketing approaches by creating unexpected and attention-grabbing campaigns. - **Illustration:** Opportunity for illustrators to collaborate with brands and create unique and captivating visuals that incorporate familiar fairy tale characters. ## Related on Trend Hunter - [Kids Denim Collections](https://www.trendhunter.com/trends/levis-kids.md) - [Nostalgic Denim Collections](https://www.trendhunter.com/trends/levis-and-pixar.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [Denim-Themed Luxury Figurines](https://www.trendhunter.com/trends/levis-6.md) - [Sophisticated Denim Lines](https://www.trendhunter.com/trends/blue-tab.md) - [Heritage-Honoring Immersive Campaigns](https://www.trendhunter.com/trends/the-number-that-changed-everything.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Nostalgic-Themed Cereal Commercials](https://www.trendhunter.com/trends/weetabix.md) - [Equitable Fairy Tale Books](https://www.trendhunter.com/trends/fair-tales-by-odeabank.md)