Levi Strauss and Omnicom Group's TBWA/Chiat/Day use a slightly alarming metaphor to try to convey that Levi's "re-issued" 569 jeans come looking like they've already been worn.
The Super Bowl ad continued a "Make Them Your Own" campaign that previously included less morbid dressing-room and karaoke scenes.
Levi's also posted a "prequel" to the ad on Levi.com in the week before the game; a sequel to "Jeans Donor" later made clear that the donor did not actually die.
Levi's had the Super Bowl to itself in terms of the jeans category by the 2000s, although Lee Jeans ran a series of ads in the 1990s, most recently 1995's "Mannequin," "Vibrating Store" and "Support Group."
Directed by the Swedish team Traktor.
Executive creative director: Chuck McBride. Creative director: Jon Soto. Copywriters/art directors: Jeff Labbe, Jon Soto. Executive producer: Jennifer Golub. Assistant producer: Jennifer Wallrapp.