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NEW YORK Two months after the release of the “Unbutton your beast” viral campaign, Levi Strauss has debuted yet another in-your-face effort. Four hundred taxi cabs whizzing through the streets of New York have started carrying media displays for Levi’s 501 jeans.
Ads, via Show Media, New York, depict a pair of jeans unbuttoned to reveal the number 501 just enough to grab a passerby’s attention. The ad buy extends into New York Fashion Week in February 2009.
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