“You’ve never done this before, right?” asks the teenage girl in this Levi’s “Live Unbuttoned” commercial as she strips off her clothes. The boy replies with a shy, “No,” and she then tells him, “It’s my 34th time...”
Levi’s are not new to using sexual and romantic undertones in their campaigns, and they utilize it to good effect in this commercial, which was directed by Fredrik Bond for BBH London.
Naturally, the tongue-in-cheek commercial ends up being about something other than the alluded first sexual experience, yet which still involves unbuttoning your jeans... I will not spoil the climactic finish, which you can see in the above video, for yourself.