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Levi's Live Unbuttoned

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Uploaded on Aug 13, 2008

A series of TV ads centralized around the theme of unrestrained self-expression will run globally as part of the new, global 'Live Unbuttoned' campaign. The ads evoke the free-spirit and attitude of Levi's® 501® as an engaging cast of characters 'unbutton' their 501® jeans.

The first TV ad titled 'Unbreakable' features fast-moving, sling shot camera work to convey the unrestrained emotion and attitude of Levi's® 501® jeans. The commercial is visually and emotionally engaging as it communicates how each character remains 'unbreakable'. 'First Time', the second ad, stars a young man and woman exchanging flirtatious glances as they unbutton their 501® jeans. It appears they are discussing something sexual, but the camera then pans out to reveal what their tongue-in-cheek 'First Time' is all about. 'Unbreakable' and 'First Time' were directed by world-renowned director Fredrik Bond, one of the most celebrated international commercial directors in the world.

'Guitar', the third ad, focuses on a provocative dialogue one man experiences with an unusual "inner voice". As the commercial comes to an end, the character realizes that "some things are better left undone". 'Guitar' is shot by Swedish director Emil Möller who was recently recognized by Boards Magazine as 'Top One to Watch' in 2008.

The last TV ad, 'Secrets and Lies' -- features two characters confessing a series of white lies as they unbutton their Levi's® 501® jeans. Their unveilings, along with the physical unbuttoning of their jeans, captures the provoking theme of self-expression and unrestrained behavior central to the "Live Unbuttoned" campaign. The ad is directed by Jeff Labbe who received a Best Director title in the First Boards Competition in 2006.

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