Levi’s eyes new market for the blind

LONDON: At first it looks like a standard fashion ad campaign. Beautiful young people wearing little pairs of tight-fitting jeans gaze soulfully towards the camera or out to sea. They are all shot perfectly, with subtle shadows conspiring to emphasise their abs, pecs, cheekbones and eyes.  

And yet, in one or two, there is something about the eyes – some lack of focus, some curious colouring. And then, when you read the copy, it becomes clear; all these models are either blind or partially sighted. The ad is pitching Levi’s Red Tab as jeans you can feel rather than see.