Denim advertising has always felt the need to push boundaries, often crossing controversial categories and heading into banned and offensive. The most popular were the Dolce & Gabbana ads whose men were, er, unshaved, and had serious low-riders on.

There was also the Tom Ford for Gucci era, where G’s were shaved into, er, interesting, areas. Calvin Klein has consistently blurred the boundaries between sexy advertising and porn, and the denim brands who refuse to give into the raunch are often left behind.

Having said that, Levis is more an ‘all-American’ brand, and probably couldn’t get away with the risqué attitudes of the Europeans (I mean, YSL showed full frontal male nudity in a cologne campaign!)

This is a great alternative: it has a naughty feel, but it’s still PG13 and funny as hell. I don’t mind that the grown woman wanting the ‘boy’ barista or the guy lusting after his babysitter is a tad wrong; compared to normal denim advertising, it’s positively wholesome. I love the varied writing and different settings – although I can’t help but notice, I’m not really a fan of the jeans! (Especially with the matching denim shirt or jacket – can you say ick!?) But to each their own I suppose.

I can imagine this ad provoking all sorts of fun questions – after all, who do you want to unbutton?

Advertising Agency: BBH Singapore
Executive Creative Director: Steve Elrick
Creative Director / Copywriter: Todd Waldron
Photographer: Mark Seliger
Art Directors: Hoon Pin Kek, Scott McClelland
Copywriter: Douglas Hamilton
Agency Producers: Rebecca So, Michelle Tan
Account Planner: Gwen Raillard
Print Production: Asmanic Yang
Account Team: Frances Great, Eugenie Yeo, Lesley-Anne John

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