Levi’s 501 : “Rough Stuff” , “Plastered”, “Spy” + “Scream” [00:15]# Four short spots for Levi’s 501 devised especially for the Japanese market. Each of the spots, with an American kitsch feel, highlights original product truths about Levi’s 501 jeans. “Rough Stuff” carries the message that Levi’s look better broken in, “Plastered” zooms in on their original button fly feature, “Spy” refers to the popular shrink-to-fit theme while “Scream” tells us never to let an iron come anywhere near our Levi’s jeans.