There has been yet another viral campaign doing the rounds lately, this time courtesy of Levi's. In this video, one can see clips showing a bunch of acrobatic friends doing jumps and backflips into a pair of jeans. The idea sounds simple enough, but for me, the execution has more than a hint of Axe's "Get a Girlfriend" campaign to it.
Nevertheless, the video has been viewed around 2,6 million times on YouTube to date.
Contagious Magazine had an interesting write-up recently on the effort, citing the lack of overt branding and just "lo-fi"enough to make us think that this is bona fide user-generated content.
Trend Hunter, on the other hand, seem to have their doubts about the genuine-ness of the clip and suspect strongly that this was a Levi's effort. You can read their write-up by clicking here and decide for yourselves. Either way, with so much coverage and so many views, I'm sure the initial objectives set by Levi's have been more than adequately met.