# Rock-Breaking Denim Beso de Loco Showcases Their Kick-Ass Jeans By Ayman | Published 2009-04-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beso-de-loco-jeans References: [adsoftheworld](http://adsoftheworld.com/media/print/beso_de_loco_boy) & [besodeloco](http://besodeloco.com/) These ads for [clothing and footwear brand](https://www.trendhunter.com/trends/well-worn) Beso de Loco promote the strength of their [denim products](https://www.trendhunter.com/trends/superwide-levis) by showing it can break rocks and stones. The copy “MADe IN YOUR HEAD” evokes the common believe that the power of mind can be used to enhance physical power and achieve the impossible. I find it rather curious that they write made as MADe, as if to indicate you’d be mad to actually try [breaking rocks with jeans](https://www.trendhunter.com/trends/cobranded-jeans) in real life... The ads were created by Dr. Brain & Mr. Storm, Prague, Czech Republic. Check out more denim features below. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 58% | Activity: 75% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Sturdy Denim:** Disruptive innovation opportunity: Develop and market denim products that emphasize durability and strength. - **Mental Strength:** Disruptive innovation opportunity: Explore products or services that tap into the concept of mind over matter and harness the power of the mind to achieve physical feats. - **Unconventional Advertising:** Disruptive innovation opportunity: Experiment with creative and unconventional advertising strategies that grab attention and differentiate products from competitors. ### Sectors Adopting This - **Fashion:** Disruptive innovation opportunity: Introduce innovative denim technologies or materials to enhance durability and strength in the fashion industry. - **Mental Wellness:** Disruptive innovation opportunity: Develop products or services that promote mental strength and harness the power of the mind in the mental wellness industry. - **Marketing and Advertising:** Disruptive innovation opportunity: Offer new and unconventional advertising strategies to help brands create unique and memorable campaigns in the marketing and advertising industry. ## Related on Trend Hunter - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Sculpted Denim Capsules](https://www.trendhunter.com/trends/anatomic-denim.md) - [Mossy Stone-Mirrored Footwear](https://www.trendhunter.com/trends/bravest-studio.md) - [Denim-Wrapped Home Vacuums](https://www.trendhunter.com/trends/jeansified-object.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Handpicked Vintage Sporty Denim](https://www.trendhunter.com/trends/repossessed-climb-jeans.md)