Levi's "The First Jeans"

Year Published: 1976

Description: A Spanish-language advertisement for Levi's jeans in which a prospector in the Old West finds a Levi Strauss & Co. button while panning for gold in a stream. The prospector uses the button to forge a pair of Levi's jeans in a blacksmith, as the ad intersperses shots of contemporary young people wearing the jeans. One of the winners of the 1976 Clio Awards.

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Indiana University Library Moving Image Archive

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