evi�s has turned to Donna Summer�s daughter and William Shakespeare in a bold attempt to reclaim its status as an icon of cool. Years after it captured the imagination of the nation with its Nick Kamen launderette ads, Levi�s is trying to shake off its image as a safe pair of jeans preferred by men such as Tony Blair and Jeremy Clarkson desperately trying to cling on to their youth. And it is hoping the �21 million campaign centred on the bard�s A Midsummer Night�s Dream, will reverse a seven-year sales decline in the 501 brand. The ad will be dubbed into Italian, French, Spanish and German and subtitled in Scandinavian countries.


The new campaign features a romantic encounter between Bottom and Titania, queen of the fairies, transferred from Shakespearian woodland to a gritty downtown Los Angeles setting. In the latest ad, Bottom is played by model-turned-actor Joshua Alba, while the role of the waitress as Titania is played by Donna Summer�s daughter, Amanda Sudano.
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