Teenage Luddites bond over a phoneless moment in Levi's latest

FCB West spot that portrays smartphones as overrated get plenty of social media placement

The latest ad in Levi’s "Live in Levi’s" campaign brings together a couple unplugged from social media and virtual friends. Without the inhibitions that come with having a $700 chunk of electronics in their pockets, they take a plunge. The spot from FCB West debuted during the Grammy Awards Sunday night. It’s also running globally in print and cinemas, in-store and perhaps ironically, on social media and mobile ads. The campaign also features behind-the-scenes footage and digital shorts shot simultaneously with the TV spot.