Levi's Brings Us Back to the First Time

Levi's is Ad Land's lolita: perennially young, sexually voracious.

"First Time," a spot for the "Live Unbuttoned" campaign, holds that reputation up just fine. In it, two beautiful adolescents stand face to face in the open air, unbuttoning their jeans.

"You've never done this before, right?" she asks.

"No," he murmurs.

"It's my thirty-fourth time."

They volley around a few more cliches: I'm scared. Don't you trust me? Then, after the long unbutton -- what's Levi's got against zippers? -- nuddified boy and girl take hands and leap off a high dock: as good a metaphor for losing your innocence as any.

Pretty work by the would-be John Hugheses at BBH/London. Good media placement, too: I saw it last night during Heroes, which is positively bursting with hormonal tension.