Levi's: Live unbuttoned, 3

Advertising Agency: Fisheye, India
Creative Director / Copywriter: Robbie
Art Director: Prem Shanker
Photographer: Tejal Patni
Published: April 2009


Disco Munky's picture
Disco Munky
3900 pencils

What on earth?? Doing any of these activities with unbuttoned jeans is only going to lead to a pants-less situation. Even using the word metaphorically is wrong, because Unbuttoned comes across like Unstable or Crazy. Not great selling points. $100 says that this never ran.

Doin' it for the points

Guest's picture

nice AD. where is the IDea?????

Guest's picture

Disco Monkey. How do i collect your USD 100? This one ran in India a looooooot in outdoor billboard space. in fact the model in the piscture is a movie superstar and he was arrested for 'onscenity' for publicly unbuttoning his levi's in a fashion show.

Disco Munky's picture
Disco Munky
3900 pencils

Just send me your bank details and I'll sort you out. Honest.

Doin' it for the points

shahidali's picture
4069 pencils

fisheye, do u really think u can sell it? u should have done better than this.
akshay is not fit for this jeans. u should have taken some young model to do it. anyone who knows akshay knows the fact that a hell lot of retouch has gone into this ad to make akshay's fig look like this. its presenting akshay in a so unrealistic way...


Guest's picture

if the man on the ad is indian & only indians knows him, the agency from india too, so the ad for indians ppl......so why all the background pictures not from india ??!! its weird

Guest's picture

i second that

Guest's picture

hmm ... that reminds me ... the guy in the ad, akshay kumar, got into a spot a few weeks ago, because people objected to him getting got his pant's zip and button opened (though by his wife) in front of a huge crowd. no offence, but i dont see the point of this ad. that's why i can only call the stuff being advertised here "pants" and not "jeans".

Guest's picture


Dhritiman's picture
2 pencils

Quite a sad attempt. The first thing that hits you is how fake it looks, the guy does not look like that in reality. There's a difference between exaggeration and absurdity. Second, this campaign only ran in India for a long time because the other one was of a hot chick (actress Kangana Ranaut) wearing hardly anything, doing the same shit as this idiot on a skyscraper in New York City apparently (for some strange reason). No real meaning, wannabe impactful, catering to masses that won't look beyond the "sexy" imagery.

kgeiger's picture
7183 pencils

I'm sorry, but I once heard that if you don't have anything nice to say, then it's better to say nothing at all. Which is why I'll remain silent about this campaign.

Karthik's picture
52 pencils

I like the Superhero comic feel given to the ad.
And with Akshay Kumar, it sure catches your eye.

'Live unbuttoned' is not quite clear as to whether it's just a line or there is some story to it.

That's the whole point nowadays. The ads catch your eye for a second and that's about it.

I would have loved to work in the days of David Ogilvy's time of advertising.
The strategy, concept, selling point (whatever you call it) came from the product itself.

ashnair's picture
30 pencils

im not promising a good comment on this one. but i will pretend that this ad was never made. and levi's got to be more serious auditioning good and suitable candidate. i dont think i have ever seen akshay kumar with a body like this..ever. good execution though, credits to digital photography.

You Fail If You Want To Fail.

sunilcreates's picture
166 pencils

Its really a bad part of Indian Advertising, they always select celebrities as there brand ambassador and they just fought to bring a idea in there ads. Come on guys... just think. instead of just shooting a pic.

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