Levi's 'Unbuttoned'
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One cannot be blamed for a feeling of utter confusion at the new Levi's 'Unbuttoned' TV spots: four adverts designed to forge a link between the famous denim brand and the causal, unrestrained freedom of youth.
The first is amusing, showing two youths as they make out en route to their apartment, revealing the truth behind the lies which got them a one-way ticket to hanky-pankyville (the very fact that I call it 'hanky-pankyville' should give you a rough idea that I don't travel there that often, or that I'm not ever on the casting couch for a Levi's jeans advert).
You can see the advert here: http://uk.youtube.com/watch?v=S83u8eQ6acA
I like this advert, it's a bit cheeky and raw, as if it were shot by torchlight. There are no men with ridiculously fake torsos, showing us how their jeans fall just below their boxer shorts, and that this is a sign of a good waistline. Just a couple of attractive people, having a jostle, showing how good it is to be young with unbuttoned jeans.
The next advert is rather more baffling: http://uk.youtube.com/watch?v=Lk5sBagFzB4&NR=1
Two teenagers share a moment of unbuttoning each other and then jumping off a pier into the ocean below. Once again, there's no sugar coating on this advert. The lighting is dull and the weather seems more Blackpool than Orange County. But still, the complete randomness of this act of joint plunging should not be applauded and touted as an example of youthful foolishness.
The girl in the advert, cute thought she may be, says that this is her 34th time jumping!! A veritable plunging tramp then, and certainly not one which our fresh-faced virginal 501 wearing boy should be hanging around with.
I can see the idea behind the second advert, and appreciate its uniqueness, but sometimes, it becomes counter-productive to stretch an advert to the limits of originality and quirkiness. The first advert proves that simplicity, strong design and a half-amusing idea can go a long way.