As reported by Campaign US:
Levi's has long posited the men of its ads as independent and confident. Witness this spot from 20 years ago.
The jeans company's latest line of denim is a twist on a classic, with tapered legs for a modern look. As such, FCB West crafted a spot showing a modern side to masculinity. A model-handsome man awakes in a woman's bedroom and leaves in the early morning.
What he ends up doing defies expectations—at least as they are established by the narrative—and shows a sensitive side.
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