I love this new Levi’s commercial which asks you to, “Rewind to a simpler time,” by playing backwards. It’s a little confusing, but pretty creative and unique.

Directed by Cutwater, the commercial starts with a high fashion model on the catwalk wearing heavy makeup and sophisticated clothes, and starts going backwards to her getting dressed, getting her hair and make up done, getting back into her Levi’s jeans, entering the building…

The commercial then shows the model sharing an intimate moment with her boyfriend, before she goes in for the fashion show.

The spot is debuting today September 1 during the season premier of Gossip Girl.