New ambient medium? Levi's advertise on the bike saddles of London commuters
Cyclists in London had present surprise when they returned to their bikes after a particular wet day - somebody had covered their saddle to keep it dry.
The stunt to place orange branded bags over the saddle of 100 of bike around central London was part of a campaign by Levi’s to promoting its new commuters range, which launched last week, with a bike sprint in London.
There are two locations in London where the public can cycle a simulated 500m, with the winner receiving an all-expenses paid trip to Paris during the final of Le Tour De France.