"You’ve never done this before, right?" asks the teenage girl in this Levi’s "Live Unbuttoned" commercial as she strips off her clothes. The boy replies with a shy, "No," and she then tells him, "It’s my 34th time..."
Levi’s are not new to using sexual and romantic undertones in their campaigns, and they utilize it to good effect in this commercial, which was directed by Fredrik Bond for BBH London.
Naturally, the tongue-in-cheek commercial ends up being about something other than the alluded first sexual experience, yet which still involves unbuttoning your jeans... I will not spoil the climactic finish, which you can see in the above video, for yourself.
Youth Sexvertising To Sell Jeans
'First Time' Commercial by Levi's
Trend Themes
1. Youth Sexvertising - Using sexual and romantic undertones to capture young people's attention in advertising campaigns.
2. Live Unbuttoned Marketing - Promoting the ethos of being carefree and adventurous in marketing materials.
3. Humorous Tone Advertising - Using cheeky and humorous advertising to appeal to younger, more laid back audiences.
Industry Implications
1. Fashion - Fashion industry can use 'Live Unbuttoned' ethos to promote adventurous, youthful and fun fashion trends.
2. Marketing and Advertising - Marketing and Advertising industry can use more humor and wit to capture young audiences' attention.
3. Entertainment - Entertainment industry can use 'Live Unbuttoned' ethos to promote films or shows that embody this carefree, adventurous attitude.