Levi’s 501 “Tackle” + “Campfire” [01:00]# The latest pan-European cinema and TV campaign for Levi’s 501 features a slight change in tactics. Gone are the 50s and 60s oriented spots that highlighted certain features of the Levi’s 501. The new spots refer to the tradition of the jeans and tell little stories of how the 501 became the type of Jean it is today. The first commercial, “Tackle,” is set in 1921 and shows a football game during which the hero loses his pants, a pair of Levi’s as yet devoid of belt loops – something, we are told in the final super, that as only introduced to these jeans in 1922. To the strains of Johnny Cash’s “Ring of Fire,” “Campfire” shows a female photographer in the American West documenting the lives of cowboys. While she sets up a shot of a group of these frontiersmen, one of them burns himself rather badly when the campfire he gets too close to heats up the metal crotch rivet of his Levi’s, something that was a feature of 501s till the year 1941.