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The current advertising strategy of Levi's jeans The current image of Levi's jeans is a very stylishly advertised product with the emphasis on the younger generation of buyers. Their most recent slogan is 'twisted to fit' - this gives the impression that they will fit very snugly and almost have been made to fit you (the customer) personally. This would mean that the product was individually made and not mass-produced as it actually is. The current TV advert has (seemingly) normal teenagers standing around at a petrol station, not looking as if they are doing anything of interest, but then one of them touches another's finger and it curls back against normal joint movement. Then a series of these peculiar things happen, culminating in a young girl twisting her head around 720° and then spinning back quickly. Although this final scene can spoil the atmosphere as it is quite obviously computer...

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