If The Jeans Don’t Fit, Live Unbuttoned

One of the best things about Levi’s 501 jeans are the button fly. A new global campaign from Bartle Bogle Hegarty will exploit this fact, although in a seemingly contradictory fashion.
According to the press release, the new “Live Unbuttoned” campaign centers on the experience of unbuttoning yourself and breaking free from inhibitions and convention. The campaign utilizes the act of unbuttoning Levi’s 501 jeans as a symbol of personal expression and revelation.
The Wall Street Journal describes one TV spot from the campaign:

One TV ad debuting in early August, for example, shows a young man and woman exchanging flirtatious glances as they unbutton their 501s.
Ultimately, they both pull down their jeans and, holding hands, leap off a pier into the ocean. The final shot shows them kissing underwater as the words “501” and “Live Unbuttoned” appear.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.