Levi's Goes Viral for 501 Jeans

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Levi's "World Gone Pretty"
Levi's recently launched a pair of viral films aimed at promoting its 501 line of jeans, which are positioned as the antidote to metrosexuality. The films, which can be viewed online at 501uncomplicate.com, were created by McCann-Erickson's TAG youth-marketing unit, based around the idea that modern man's life has become too complicated.

In one spot, directed by Chelsea Pictures' Evan Bernard, we see a dog tearing up an apartment in reaction to all of life's little complications. In the other, directed by Chelsea's Simon Blake, a stop-motion Ken doll tries to escape from a "World Gone Pretty." Both spots link to "behind the scenes" blogs, hosted by the directors.

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