Levi's

Beautiful Morning

Levi's

As the follow up to the Live in Levi's launch film, we built on their Never Finished platform. We captured men's changing aspirations in the modern dating and relationship game. Whether it is Brad Pitt or Nick Kamen, Levi's most iconic ads feature a charming cad. It was time to update that dated stereotype to appeal to modern men.

THE INSIGHT

The modern guy doesn't aspire to be the “bad boy.” For today's young men, masculinity is not about machismo, instead there is strength in showing that you care.

THE IDEA

Despite his devilish good looks, the modern Levi's man has old fashion charm.