General Motors and Levi's in crossover campaign

In phase one of the campaign, Levi’s has made over two GM models - Aveo, a hatchback aimed at men, and Lova, a model for women - with denim print covering their car bodies and Levi’s branding inside the cars. The two cars debuted at the Shanghai Auto Show recently.

Creative work connected with the campaign will appear in Levi’s stores in China starting 1 June.

GM also has a TVC, website and roadshows promoting this crossover marketing campaign, starting 25 May. 

“As 18-24-year-olds are our target consumers, we always try to come up with edgy and interesting collaborations to wow them,” said Grace Lee, brand leader of Levi’s Shanghai. “Our collaboration with GM came from us both being Amercian brands who like to use playful and exciting marketing mechanisms.”