The idea of using programme content to promote Levi's RTG as opposed to advertising was the media team's. Levi's TV advertising was continually failing to engage girls who had become the driving force in the denim market. Starcom used its strong relationship with MTV and struck a deal whereby Levi's RTG became an integral part of 'Girlfriends', a programme that talent searches for the hippest pair of girlfriends to become an MTV presenters.