(EMAILWIRE.COM, June 15, 2001 ) Following in the footsteps of her "Sopranos" television co-star "Uncle Junior," Jaime-Lynn Sigler - who plays Tony Soprano's daughter "Meadow" -- is making her singing debut with her own rendition of the classic "I'm Coming Out" in a new Levi's® Superlow television ad entitled "Belly Button." The ad, which features singing belly buttons peeking out of the low-slung, hip-hugging Superlow jeans, will make its debut on Monday, June 18 and will air through mid-July.

"The 'Belly Button' spot is a light-hearted ad that showcases Levi's® Superlow jeans as a confident, sexy and fun way to make a statement," said Anna Brockway, director of marketing, Levi's® Jeans. "We encouraged Jaime-Lynn Sigler to put her own spin on the classic Diana Ross song, "I'm Coming Out," to give the spot a unique energy and personality."

The 30-second commercial, which features a variety of young female bodies dressed in Levi's® Superlow jeans with exposed mid-drifts and singing belly buttons, continues to build on Levi's® "Make Them Your OwnTM" advertising theme that encourages and supports individual style and fashion freedom.

"Superlows can be anything you want them to be - sexy, playful, sporty or dressy," said Brockway. "Now more than ever, denim offers women choices, which is what 'Make Them Your Own' is all about - letting your own unique personality come through in your style."

Levi's® Superlow jeans debuted late last year and have since become one of the year's most exciting fashion trend essentials. From Jennifer Lopez to Destiny's Child, Sarah Jessica Parker and Kristen Davis, Levi's® Superlow jeans are the best-selling women's jeans for the brand among women 15-24. The growing popularity of low-rise denim is its combination of a slimming, sexy and feminine fit with the comfort, ease and versatility of 100 percent cotton denim.

Superlows are available in the Levi's® 502 style, a button fly and straight leg, and the 518, a zipper fly and boot cut, in a host of finishes, including dark stone wash, faded light (bleached) dark worn-in and super light damaged.

Levi's® Superlow items are available at a variety of retailers, from specialty to department stores. Depending on fabrication and finish, suggested retail prices range from $30 to $80. For more information on where-to-buy, call1.800.USA.LEVI or log on to Levi.com.

"Belly Button" will debut on Fox's "Ally McBeal" on June 18, and will also air on a variety of other Fox, MTV, WB and NBC shows through the middle of July. The commercial was directed by Michel Gondry and produced by Partizan productions. The campaign was created by TBWA /Chiat/Day - San Francisco, including, creative director Chuck McBride; associate creative director, Jon Soto; art director Jeff Labbe; copywriter Susan Treacy; agency producer Betsy Beale; editor Glen Martin; music arranged by Elias; stylist Nancy Steiner; effects by Twisted Laboratories (Olivier Gondry). To achieve the look of realistic "singing" belly buttons, Olivier Gondry from Twisted Laboratories, developed a unique computer program specifically to achieve this special effect.

The "Make Them Your OwnTM" advertising campaign debuted in fall 2000 and has launched several television and print campaigns under this tag line since its debut. Levi Strauss created the world's first pair of jeans in 1873. Today, the Levi's® brand is the number one jeans brand in the world.

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Produced for Levi's® Jeans

Contact:
Kendra Gourvitz
Levi's® Jeans
415-501-1006


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