Levi’s went bold, provocative, and unconventional in its new campaign for the iconic Levi’s 501 collection, “Live Unbuttoned,” launched worldwide simultaneously yesterday.
Pegged to be the next big Levi’s campaign after the Clayman advertisements in 1995 (wherein clay figures starred in the global commercials for Levi’s 501 buttonfly line), “Live Unbuttoned” features three sizzling TV commercials that may spawn some controversies for their uninhibited themes.
One such TVC, titled “Unbreakable,” conveys the unrestrained emotion and attitude of the denim brand through young people who are depicted as free, untamed, unafraid, and unashamed. Another TVC, conspicuously called “First Time,” features a young man and woman innocently exchanging flirtatious glances as they unbutton their jeans before “doing it” for the first time.
The last TVC, considered the most provocative of the three, is called “Guitar,” which depicts a man struggling with his “inner voice” as he dons his jeans. The ending will let the audience’s imagination run wild, as the man opts to “leave things undone.”
There is a rumor that there will be an unreleased TVC which will make the rounds in the internet instead. In the meantime, if you haven't seen all three TVCs yet, here are some teaser snapshots from the sexy, uninhibited, and unbuttoned new Levi’s campaign.
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