Levi have a really cool but creepy online viral campaign running at the moment called unbutton your beast which is simply loaded with innuendo. And the pictures make it worse. It is all about the staple that is the 501 jeans.
Basically you can go onto the website, create your own beast to unbutton and send it to your friends. When they open it the flies open, a beast pops out, and it starts talking to your friends.
A in your face phallic reference - people are either loving or hating it. Those who hate it are still talking about it so I guess Levi's wins all round then.
