Hasta La Creative!

Dear Levi’s: I took the advice of your latest Web effort and “unbuttoned my beast” at work. Everyone lost it. I thought I’d get fired for sure, but the company’s shares have tanked on Wall Street, and all of Human Resources got laid off. Adweek.com says Levi’s wants “young men to pass along videos of customized ‘beasts’ emerging from the button-fly of Levi’s jeans.” You choose from “nine different animated characters with names like Trout Troutman, Paul the Pincher and Sock Nasty.” I sent Sock Nasty to Fred, the guy in the next cube, and he quit in a huff! Though he did IM me later and invited me to dinner. Strange, we’d never been particularly friendly before.

—Posted by David Gianatasio