Levi's first TV ad from its new "Live in Levi's" global campaign through FCB takes the theme that you can do anything with Levi's -- just don't bore them. Directed by MJZ's Fredrik Bond, the spot is interesting in that while, in the age-old mainstream style of jeans ads, it features plenty of cool, sexy, stylish young people (only some of whom are getting it on with each other), there are also nods to some older and younger wearers of denim. But all are having fun, and the spot is markedly different from Levi's previous work through Wieden + Kennedy, Go Forth, which took a more serious stance, encouraging the young to fulfil their dreams and become "the next leader of the world." The company says the campaign, which will run on TV and in cinemas, was inspired by real stories from consumers about their jeans. The brand is set to launch a social campaign next month that will encourage people to post their own stories at Levis.com and on the brand's social channels,