Levi's wants it both ways, and it's working!

Levi’s artsy, monochrome Cutwater campaign celebrates the "average woman," comfortable with herself and her Levi’s jeans. Meanwhile, the brand’s sophomoric EVB-produced viral effort urges the gruffer sex to "Unbutton your beast," as if we needed the added provocation. My first thought: Oh, those denim jerks, they’re trying to have it both ways. My revised opinion: Those button-fly geniuses, they’re trying to have it both ways—and succeeding! Both campaigns are perfectly tailored (ha!) to their respective audiences: empowering and sympathetic for the ladies, disposable and "naughty" for the gents.