Levi's has earned a reputation for being something of a midwife to the music industry. Aligning itself with acts with such as MC 900 FT Jesus, Boss Hog, Outkast and Pole, the brand has benefited from contagious cool, while expanding the artists' listenership. Although Levi's recently pulled its name from one such foray into arts patronage over content - concerning a rockumentary for the band Ash, entitled Love and Destruction - the company has said it will continue to experiment with various kinds of musical affiliation.

The Type 1 launch is no exception. Launched globally in February, the campaign debuted three different spots. Jorn Haagen's "Stampede" for North America aired during the Super Bowl; "Chase", directed by Keith Rose, aired in the Asia/Pacific region; and Michel Gondry's "Swap" aired in cinemas and on television in more than 13 countries across Europe. "Swap" is Levi's most expensive spot to date, topping Glazer's "Odyssey" in production costs. Shot around Sunset Boulevard in September 2002, the effects-heavy spot follows a hostage situation as played out by a group of rodent/human hybrids. To superimpose the rodents' heads seamlessly on the actors' bodies, the human cast were shot in with motion-sensor tracking devices, designed by French post house BUF.

According to Levi's, the mice were flown to New York to be screen-tested and chosen for their resemblance to the actors. Set to a wicked track produced by Massive Attack's Nellee Hooper and performed by The Dysfunctionals, "Swap" has the frenetic look of a music video. Which is why Levi's lent the concept of delinquent hybrids to Sony, for The Dysfunctionals' "Payback Time" promo. TV