Levi's ad shot on campus described as 'cutting edge'

The next time Cal State Long Beach students switch on the TV and see a Levi's blue jeans commercial they may see some buildings and structures that look terribly familiar.

Three structures around CSULB were used for the commercial, including The Pyramid, the Now sculpture located in front of the University Student Union, and the Homage to Sam Rodia sculpture located on the Seventh Street side of the campus.

A crew of about 50 people were involved in the project, led by director Tarsem. Levi's marketing director Nancy Friedman, said the commercial would be MTV-like, cutting edge commercial, similar to those seen in other Levi's commercials.

Adam Heller, who handled hair and make-up for the crew, agreed. "We're trying new, exciting techniques for selling jeans," Heller said.

Best boy electrician, Steve Morales gave some reasons why CSULB was picked to participate in the shooting of the commercial.

"We're going with a more youthful look, with the art objects, The Pyramid, and the beach," he said.

There were four children involved in the shoot. Amy Burbick, 11, and Stacie Locke, 9, stood Near the Now sculpture blowing bubbles from their wands. They were chosen to do the commercial through an audition.

Twins Warren and Morgan Osbourne, 15, who were participating for the first time in the Levi's shoot said they really enjoyed the experience. They said the shoot was fun and hoped to be involved in other commercials.

No exact time has been set for the commercial to air, but Friedman said it may happen within the next six months.