BBH/N.Y. turns to British auteur Daniel Kleinman for the latest ode to brand obsession for Levi's 501 jeans. In the spot, which is set to a version of the Lionel Richie ballad "Easy" performed by Faith No More, we see a guy really working over a pair of jeans. He cuts them, he scuffs them, he stains them. In the end, we discover that he's trying to make them look like his well-worn 501s so he can give his girlfriend the counterfeit jeans and keep the originals for himself.