A new online campaign for Levis jeans marks the first time it uses video shot exclusively for online advertisements.
The Levis campaign's banner ads allow users to roll over the ad to get more information about the jeans and animate the characters in the ad, AdWeek explains. The first spots in the campaign have begun rolling, and will continue to run throughout the fall on sites such as MaximOnline.com, RollingStone.com and MySpace. aQuantive's Avenue A/Razorfish created the ads
Levis has been moving more of its ad buying to the internet. The company expects its online marketing to double by next year. "We are shifting [ad spend] from TV and print to things like online engagement marketing, like events," Patrice Varni, Levi's director of Internet and consumer marketing, told AdWeek.
