Levi´s 501 #
The highly acclaimed American campaign for Levi’s 501s. Its director is Spike Lee, who has emerged as one of the most promising new filmmakers in U.S. He mixes elements of lifestyle advertising with a quasi-documentary approach in looking at some aspects of young Americans’ lives. We meet people whose hobby is kite racing, some diehard surfers, a young man who takes care of graveyard monuments, and some people who have taken a group of underprivileged kids under their wings. The core question form the off by the filmmaker himself in all of these spots is “Is your fly buttoned?” In the course of this campaign, answering this question in the affirmative -Levi’s 501s are, after all, the classic button-fly jeans – becomes a kind of metaphor for a generally cool and positive outlook on life.