Hasta La Creative!

BBH’s new campaign for Levi’s 501 jeans features the tagline, “Live Unbuttoned,” urging the wearer to live with a carefree lifestyle and attitude. I’ve seen a couple of the ads and they all showcase an unbuttoning of sorts. However, this morning while watching MTV (hey, we all have those bored times… no judging) I saw one of the latest spots. It made me question not only Levi’s but MTV as well. Titled “Secrets & Lies,” a couple – presumably going home from bar – are unbuttoning and undressing as they confess that everything they told one another was just a lie to get the other in bed. Personally, I think it’s an interesting little spot, but I wonder… Why put this on MTV when the primary audience (whether they are or not) should be way too young to watch this? Especially when MTV is constantly showing their own safe sex/get tested commercials? Maybe I’m just reading way to much into this, but I was immediately caught off-guard. Watch for yourself, then share your thoughts. Am I wrong?

Jessica is a copywriter in the NJ/NY area working for a sweet little ad agency. In her free time (ha!), she lends her insights to the advertising world through Beyond Madison Avenue, a Talent Zoo blog. Find them at www.beyondmadisonavenue.com and www.talentzoo.com. Questions, comments, criticisms or concerns? Leave a comment or shoot her an email at jessicabma@gmail.com.