Levi's Fits Its Ads to the Web

The classic jeans marketer is hoping its new Net-exclusive ad campaign will give it a leg up on the competition

For decades, the medium has helped define the advertising message. Billboards gave rise to the big and the bold. Radio helped usher in the cool and conversational ad message. And with television, advertisers got access to all the tools of video, but they pretty much stuck to using them in 30-second spots.

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