Levi’s now unbuttoning itself on NYC taxis

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Fresh off its "Unbutton your beast" viral triumph (of questionable taste but unquestionable buzz), Levi's returns with a taxicab campaign for its 501 jeans via Show Media that has even the usually thoughtful and measured Brandweek riffing about the "in-your-face" effort that will be "whizzing through the streets of the Big Apple." The taxi-tops are actually pretty restrained, showing unbuttoned flys (what else?) but leaving the rest to onlookers' imaginations. I immediately think of stuffing those jeans with sweat socks. The trick is to find the thickest pair and roll it up really tight. I must've seen it in a movie once.

—Posted by David Gianatasio