Ad features a modern male for modern cut of jeans
Levi's has long posited the men of its ads as independent and confident. Witness this spot from 20 years ago.
The jeans company's latest line of denim is a twist on a classic, with tapered legs for a modern look. As such, FCB West crafted a spot showing a modern side to masculinity. A model-handsome man awakes in a woman's bedroom and leaves in the early morning.
What he ends up doing defies expectations — at least as they are established by the narrative — and shows a sensitive side. The whole thing is set to the soundtrack of "You Rascal You" by Hanni El Khatib, which you should probably just go ahead and download now.