Jeans retailer Levi Strauss is hoping mice can help it match the success of model Nick Kamen stripping in a launderette for its latest advertising campaign.
The jeans giant has used state-of-the-art computer technology to superimpose mice heads on to the shoulders of real actors for a TV commercial due to begin next month.
The multi-million pound campaign for its new Type 1 jeans is the most expensive yet, the company confirmed, although it refused to disclose the actual figure.
The latest advert uses a gang of "mice people" and humans who kidnap a cat belonging to a wealthy woman and hold it to ransom until she hands over a bundle of money.
Fredrik Carling, from Levi's, said: "The plot of the film is quite simple - it's simple in the way it talks about bold individuals and these bold individuals happen to be mice."
Features on Levi's Type 1 jeans include larger buttons and rivets and exaggerated stitching. The range starts at £55 a pair.
The 1985 advert for Levi's featuring Nick Kamen stripping to his boxer shorts in a launderette has become arguably the company's most memorable commercial.
It was said to have boosted Levi's sales by 800 per cent in 1986.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article