London, 5th May 2000 - Bringing together leading online and fashion brands, a unique online ad campaign has been unveiled across Yahoo! Europe. Conceived by the Levi’s digital team from Lateral, Starcom Motive and BBH, the campaign extends the theme of Twisting the Original, originally created by BBH for print and outdoor.

Central to Yahoo!’s client service is the idea of helping brands create their own space and identity on the Web whilst the strategy for Levi's® Engineered Jeans centres on the concept of presenting twists on traditional scenarios. Bringing these two together, the Twisted Original campaign on Yahoo! takes the form of ads incorporated into the 404 error message page which appears when Yahoo! users type in an incorrect URL. In addition to images of the Levi’s models a series of messages are delivered, including the lines: ‘Now you’ve found me, what are you going to do?’, ‘You’re always in such a hurry’ and ‘I know what you’re looking for’.

This campaign, with its twist on the expected and prominent messaging, creates a high impact ad space unique within the Yahoo! Europe network, deal negotiated by Starcom Motive.

‘Creating new space in new ways is a important way of adding to the effectiveness of our ad programmes. Levi's has been a case in point!’ said Lee Thompson, Sales Director, Yahoo! UK & Ireland.

Anne Bonew, Direct To Consumer Marketing Manager, Levi's Europe, commented: "Young people are increasingly market literate. It is vital for Levi's to continue to challenge them in any marketing campaigns that we devise. This is particularly important for Levi's to be at the forefront of digital development, where innovation is vital to the success of a campaign".

Media Contacts:
Yahoo! Europe

Sue Jackson Tel: ++ 20 7 368 3876  suej@uk.yahoo-inc.com

Alison Fennah Tel: ++ 20 7 368 3848  alison@uk.yahoo-inc.com