..Go viral.

Apparently this video is the highest trafficked YouTube piece of the week from ad agency CutWater for Levis, it shows a bunch of guys backflipping and jumping into a pair of (heavily starched if you read the “how we did it”) jeans.

Low production values make it all look “genuine” and shot on low quality cameras but it’s all part of the plan to make it look “home made” . I guess it would only work with a pair of baggy -hip-hop stylee jeans but quite a clever approach for getting a quick and dirty viral out there.