Levi's Wants Men to Unleash Their Beast
In what appears to be a last ditch effort to make itself a relevant brand and something even the most fashion-unconscious would ever consider buying, Levis has resorted to grade school humor with Unbutton Your Beast. And, yes, they do mean the trouser snake.
Created by EVP and LAIKA/house, a collection of trouser puppets offer up nastiness you can send to your friends. It's not Dick in a Box which at least had the decency to leave something to the imagination. Nope, Unbutton Your beast is very blatantly all about what's behind the zipper and how much it wants to come out and play.
There's Cookie the Cougar, Sire Reginald Mighty Pants, Honky Tonk Hank, Saucy Sal (yes, a sausage! or is it meatballs. either way!), Trout Troutman and Paul the (ouch) Pincher.
Forget about Mastercard's Priceless. Priceless would have been the chance to sit in on the concepting for this. "Um, yea, nothing else will sell these things, How about dick?"
Creepy (and funny) as this is, you've got to love a client who will approve something like this so we can all cringe/laugh/cry/puke and...oh wait...maybe this is a good thing. If this campaign is a success, maybe girls the world over will be asking guys to show them they've got behind their zipper. And, really, that can't be all bad, can it?